isabella magazine 2007 awnings became a brand under the name of isabella. over the past decade,...

Isabella Magazine

20072007

Isabella Magazine :: 2 ::

50 years of progressDear reader,

Is it any wonder that we have chosen to make something of Isabella’s 50th anniversary?

We were proud when our company celebrated its 40th anniversary. But a 40th anniversary is nothing compared

to a 50th anniversary. Fortunately, many companies make it this far. Sadly, however, there are many others that

do not.

We believe the reason for Isabella’s success lies in the fact that we have always been humble in the face of our

company’s achievements. We have approached every challenge we have faced with care and attention. We have

taken the time to think things through carefully. More importantly, we have put our energy and resources into

manufacturing quality products.

Robert Storm Petersen, a humorist of great repute in his native Denmark, once said: “Nothing in life comes

free, except pocket fluff!” We can only agree with his observation – Isabella’s success is purely the result of our

systematic approach and mutual inspiration.

Isabella and every member of the company’s staff continuously seek to improve their performance, and we are

very grateful for the standing granted to us by Europe’s caravanners.

With this 50th anniversary volume, we would like to invite anyone with an interest in our company to step into

our world. At Isabella, we pride ourselves on our continuous dialogue with our customers, our distributors,

importers, suppliers, business contacts and, naturally, friends of the company. In the following pages, you will

find ”The Inside Story of Isabella.”

Happy reading.

Isabella Magazine

August 2006

The magazine is printed on 115 g silk in Nimbus Sans and Nimbus Roman.

Production: Isabella A/S.

List of contents:50 years of progress. . . . . . . . . . . 2

Isabella’s founder . . . . . . . . . . . . . 3

Preface to chronicle . . . . . . . . . . . 4

The Isabella Chronicle . . . . . . . . . 5

Phoenix rises from the ashes . . . . 16

Ideas in stock . . . . . . . . . . . . . . . . 18

25 years at Isabella . . . . . . . . . . . 20

An awning’s road to the consumer begins with the consumer. . . . . . . 21

Camping at its best. . . . . . . . . . . . 23

The triumphant progress of the large Penta awning. . . . . . . . . . . . 24

Camping through the ages . . . . . . 26

It’s good to play. . . . . . . . . . . . . . . 30

Holidays and camping in 2031 – a time travel story . . . . . . . . . . . 32

Quality is not something we’re prepared to discuss! . . . . . . . . . . . 34

Isabella Vision . . . . . . . . . . . . . . . 36

Isabella launched my career . . . . 38

Artist achieves synergy at Isabella . . . . . . . . . . . . . . . . . . 40

Winter camping . . . . . . . . . . . . . . 42

Spending time in the sun . . . . . . . 44

Anniversary camping grill menu . . . . . . . . . . . . . . . . . . . 46

With Isabella amongst southern Poles and northern Poles . . . . . . . 48

Europe’s longest camping trip was a success . . . . . . . . . . . . . . . 50

Importers / subsidiaries . . . . . . . . 54

:: 3 :: Isabella Magazine

Who would have thought that caravan-

ning would become such a popular

lifestyle choice in the new century?

Isabella’s founder, Søren Odgaard – that’s who! His

far-sightedness was almost legendary, and he had a

sixth sense for seeing into a future which we can only

rarely predict with any success.

Only the best

As you set off on a new path, it is easy to feel a lit-

tle apprehensive. Not so Søren Odgaard. He believed

in his ideas, and he was true to his concept: to cre-

ate unique tents and caravan awnings of the high-

est quality in a functional and elegant design. Søren

Odgaard started a small business hiring out tents,

and before long he had set up his own production of

cottage tents. These were soon followed by awnings

that rapidly became so successful that they overshad-

owed the cottage tents, which the plant subsequently

ceased to manufacture. Søren Odgaard remained

true to his interest in camping and outdoor living.

Highly respected

Søren Odgaard was loved by all. He was a good fa-

ther, a good employer, a good and loyal colleague and

– more than anything – a business leader who always

kept his word. For this reason, he was loved by import-

ers, distributors and the entire camping industry alike.

That Søren Odgaard was a good employer is evidenced

by the fact that many employees have been with the

company throughout its expansion. They knew a Søren

Odgaard who was always interested in them, and a

business leader who was never afraid to praise his em-

ployees or his suppliers when praise was due.

Grand old man

Søren Odgaard became the grand old man of the

camping industry, an industry which awarded him

numerous accolades. It was thus well-deserved when

Camping Branchen, the Danish association of camp-

ing equipment manufacturers, bestowed its honorary

award upon him. Søren Odgaard thoroughly enjoyed

the celebrations that accompanied Isabella’s 40th an-

niversary.

Søren Odgaard is no longer with us. He lived to be

82. He passed away in 2005, a proud and satisfied

entrepreneur who lived to see his company succeed

both at home and abroad. He almost lived to cel-

ebrate the company’s 50th anniversary – and what a

shame he didn’t. But wherever he is today, he would

rejoice, be proud and wish us all many happy hours

of camping in the future.

The camping pioneer and legend Søren Odgaard will

always be in our hearts.

When Isabella celebrated its 40th

anniversary, Søren Odgaard said:

Isabella’sfounder

Søren Odgaard

fulfilled his mission and became a legend in the camping world

By journalist and travel writer Jens Jørgen Larsen, Denmark

Søren Odgaard was awarded Camping Branchen’s honorary award in 2003.

Isabella’s founder

“Some would say that they could have done it better. Some would

probably also say that they would have done it differently. But I did it my way. And if I hadn’t done it my

way, it might never have been done.

”


In fact, the figure suddenly sounds rather im-

pressive. Because 50 years is a long time. It’s

the number of years that have passed since the

visionary Danish businessman, Søren Odgaard, laid

the foundations for the company that was to become

the largest manufacturer of awnings in Europe.

The company was originally known as Jydsk Camp-

ing Industri since it was to be found on the large

Danish peninsula of Jutland, at the top of the Euro-

pean continent. The awnings became a brand under

the name of Isabella. Over the past decade, Isabella

has expanded dramatically – so much so that the

company’s growth has amazed even experienced

marketing experts.

An annual production of many thousands of awn-

ings speaks for itself. If we translate that annual

production into square metres, the units produced

every year would cover an area of 687,000 m2, or the

equivalent of 104 football pitches.

The Isabella name has become synonymous with

the type of awning that consumers and caravanners

have come to trust. Many different types of Isabella

awnings may be found proudly gracing caravan sites

around the world. They are a tasteful addition to the

holiday homes of caravanners, from the boot of Italy

to the North Cape, from Ireland to the Baltic. On

the following pages we will reveal the inside story

of Isabella and paint a portrait of its founder, Søren

Odgaard, who came so close to celebrating his com-

pany’s 50th anniversary with you and all of us. Søren

Odgaard would have loved to be here today.

The Management

Preface to chronicle


Measured against the endless number of stars in the universe, 50 is an

insignificant number. But if we bring the figure down to earth and look at

it from the point of view of the camping and leisure industry, then a 50th

anniversary suddenly acquires substance and significance.

Preface to chronicle


The Isabella Chronicle:

From a humble beginning to a leading position in Europe

In the mid-1950s, it seemed like a stable career

in the retail trade was on the cards for the

young Søren Odgaard. At that time, he ran

a successful retail chemist outlet in Vestergade in

Vejle. The shop expanded steadily, and at a time

when the Danes hardly knew what self-service stores

and supermarkets were, it seemed as if the young and

enterprising Odgaard had a rewarding career ahead

of him.

Whether it was an intuitive awareness of the explosive

growth awaiting the retail trade, or the need and de-

sire to become involved in what was then an unknown

industry which led Søren Odgaard to sell his retail

chemist shop in 1957 is a question which he himself

never fully answered. In reality, it was probably a bit

of both. Isabella’s subsequent success certainly dem-

onstrated that his foresight, his desire to explore new

paths, his business acumen and his ability to recruit

the right people formed the basis for the astounding

growth experienced by the Isabella factory under his

leadership over the course of the next 50 years.

There were no doubt many who felt that Søren

Odgaard was about to enter an uncertain world with

the starting capital he obtained from the sale of his

chemist shop. But as far as the young man from Vejle

was concerned, the world was very simple. During

primitive camping trips with his family, he had seen

the opportunities offered by a world of outdoor lei-

sure which, until then, had primarily attracted scouts

and the odd nature lover. He was convinced there

was a huge, untapped market out there, especially in

light of the advances in welfare and the increase in

leisure time experienced by the Danes at a time when

The factory at Grejsdals-vej 17 in the former offices of the Vandelbanen railroad

The Isabella Chronicle

1957Søren Odgaard sells his retail chemist shop

By journalist Ole C. Jørgensen

Mrs Gustavsen in the sewing room in Grejsdalen

Isabella Magazine :: 6 :: The Isabella Chronicle

the hardships of the post-war years were giving way

to a sense of optimism and energy.

It all began in the garage in the cellar below the

family home at Grejsdals Landevej no. 6, at the

north-western edge of Vejle. The company’s name

was Jydsk Camping Udlejning, later Jydsk Camping

Industri A/S.

The Isabella nameOpinions differ as to how Søren Odgaard came up

with the name Isabella for his products. One of the

most widely accepted theories is that the name came

from a beautiful classic car of the time, the Borgward

Isabella. Another theory is that he was inspired by

a beautiful Spanish queen of the same name. In an

unguarded moment, Odgaard himself said that he

thought the name sounded beautiful, elegant and

dignified – just like his products.

In the garage in the cellar at Grejsdals Landevej, he

opened a rental outlet for tents, air mattresses and

gas heaters. Even at this early stage, future caravan-

ners were given a taste of Søren Odgaard’s ability to

communicate simple advertising messages. One of

the first ads for his new rental business read as fol-

lows: “Go on holiday when you want, and stay where

you want, for a krone a day”.

1959Søren Odgaard completes the initial production run, and the Capri cottage tent is launched

Isabella 7 - 1963

Eskimo

Kongo 1960

Lux 1970

The Borgward Isabella and the management team in 1997

It was a straightforward enough message, and it en-

ticed a steady stream of customers to visit the outlet

in Grejsdalen to try this new, exciting type of holiday

for themselves.

Many were so impressed that they wanted to buy the

equipment they had hired, and in just a few short

years the rental outlet was transformed into a sales

and production company.

By 1959, business was so good that Søren Odgaard

decided to manufacture the first of his own products.

Just a year later, his continued success led him to

purchase the old station building in Grejsdalen,

which had recently been vacated by Vandelbanen’s

railroad. The premises were modified to manufac-

:: 7 :: Isabella MagazineThe Isabella Chronicle

ture tents, but not before Søren Odgaard had found

a gifted upholsterer in Vejle who could handle the

technical aspects of the production process.

At this time, the company focused solely on ex-

factory sales, and the products were exhibited on the

nearby meadows in Grejsdalen.

Rapidly increasing sales, combined with the almost

insatiable appetite for camping exhibited by Danes,

meant that production and sales soon outgrew the

old station building.

The portholes that were never copiedBy 1961, production was expanding at such a rate

that Søren Odgaard was forced to make a quantum

leap. He went ahead and purchased a larger plot of

land at Nørremarken near Horsensvej road in Vejle

– the area that would later be renamed Isabellahøj by

the local municipality.

A small showroom, an up-to-the-minute sewing room

and some long-awaited storage facilities were con-

structed on the new plot.

The high quality of materials and manufacture that

are still characteristic of Isabella’s products today

were guiding factors in the new specially-designed

production area. As far as Søren Odgaard was con-

cerned, quality should never be compromised.

Until that time, production had included old-

fashioned ridge tents, cottage tents and the so-called

auto tents, which in reality were also cottage tents

but somewhat easier for Danish camping enthu-

siasts to take abroad with them. 1961 also saw a

marked change in the camping equipment industry,

with campers rapidly abandoning the more primi-

tive forms of camping and moving instead towards

greater comfort.

The company’s new premises at Nørremarken 1965

Auto tent 1960

Sprite 400

The rapidly expanding business in Denmark led

Søren Odgaard to look abroad, and the first Isabella

cottage tents were exported to Norway in 1961.

They sold well and success on the Norwegian market

augured well for further growth.

1961The new premises

at Nørremarken are constructed

1962Products are exhibited in the meadows

The sewing room at Nørremarken


The company’s trademark, the Isabella portholes,

were also introduced at the beginning of the 1960s,

though the initial version was somewhat more sub-

stantial than the ones that have characterised the

awnings from Isabellahøj over the past decades. The

story in the industry, usually related with a smile, is

that the portholes are the only thing that other awn-

ing manufacturers in Europe haven’t been able to,

or dared, copy over the years. Isabella’s production

gathered pace in the 1960s, when one new and ex-

citing awning from Vejle after another saw the light

of day as the factory’s product development efforts

intensified.

The result was an actual research and development

department, where design, durability and func-

tionality are continually reassessed. Experienced

caravanners will undoubtedly remember the story of

Isabella’s winter awning, which was tested in stormy

weather and arctic temperatures. The awning sur-

vived, and the story served to underline Isabella’s

reputation for quality and development.

1963 and 1964 saw a huge increase in the sale of

caravans in Europe. The Danes were no exception,

and the result was a marked rise in the demand for

awnings although the cottage tents remained popu-

lar. Jydsk Camping Industri had also begun to sell

caravans at Isabellahøj during this period. The sew-

ing room had to be expanded a couple of times dur-

ing the mid-1960s in order to keep up with demand.

Winter scene with awning – 1965

Søren Odgaard at the entrance to the canteen

Søren Odgaard at the factory

1964The first awning goes into production

1963-64Caravans go on sale at

Isabellahøj

1967Søren Odgaard devises the so-called A-measure-ment for awnings



A milestoneIn 1967 Søren Odgaard devised the so-called A-

measurement (ground-to-ground measurement) for

awnings, which is still used to this day.

The A-measurement was a real milestone, for manu-

facturers as well as caravanners. In simple terms, the

system sought to standardise awning measurements.

Rather than manufacturing special awnings for the

many different types of caravans on the market,

manufacturers could produce a range of standard

awnings which were suitable for all different cara-

vans.

Isabella 360 - 1967

The canteen

Sales of caravans continued to increase at the begin-

ning of the 1970s. The fact that many Danes wanted

more comfort on holiday meant that large numbers

of campers abandoned the cottage tents in favour of

caravans and, in some cases, trailer tents.

This period also signalled a change in the existing

configuration of tent manufacturers. At the begin-

ning of the 1960s, there were about half a dozen

manufacturers of different types of tents in Den-

mark, but a drastic decrease in the demand for cot-

tage tents meant that several producers went out of

business, leaving a market that was only capable of

supporting a tiny number of manufacturers.

Isabella Lux 1970 at Rindbæklund

1975Isabella sets up a subsidiary in Great Britain. New developments in tent canvas see the introduction of acrylic canvases and polyester-coated roofs.

1971Isabella’s premises are extended

In 1973 Jydsk Camping Industri decided to concen-

trate exclusively on awnings, thus abandoning the

production of cottage tents and the sale of caravans.

This proved to be a winning decision, not least in

light of the drastic increase in imports of cottage tents

from countries with far lower production costs.

As interest in camping grew, the need arose for

further product development. Initially, attention

turned to the materials used in the manufacturing

process. The old cotton tents had their limitations

during temperamental Danish summers, and Søren

Odgaard therefore entered into close collaboration

with what was then Vejle Dampvæveri. The result

was a new roof with synthetic polyester interwoven

into the canvas. Crucially, the new roof was far more

water-tight and it was also far more durable.1969

The canteen and sewing room no. 1 are built



1975 saw a dramatic development in the quality of

tent canvas brought about by the need for more du-

rable awnings. The Danes, who had previously gone

on holiday for a two-week summer break and a few

weekends a year, suddenly began to view their cara-

van and awning as a kind of summer cottage, a holi-

day home to be used from early to late summer. The

cotton awnings were unable to withstand the weather

for such a prolonged period – especially during con-

secutive seasons.

The revolutionary new development saw the intro-

duction of acrylic canvas and polyester-coated roofs,

and caravanners quickly took to the new and more

durable awnings.

Olympia Gold – 1972

1975The trend-setting Isabella

beige colour is launched

1979The entire output of awnings for the 1980 season sold out1977

Isabella’s 20th anniversary – the brown and orange Olym-pia Acrylic anniversary model is launched 1980

There are now more than 100 employees

1982The Ambassador, Isabella’s most popular awning, is launched

Olympia Acrylic – 1979



The Penta

Olympia AcrylicIn 1977, in its 20th anniversary year, Jydsk Camping

Industri (now known simply as Isabella in camping

circles) launched an anniversary model: the Olympia

Acrylic, produced in shades of brown and orange.

It was a run-away success – not only because of the

quality, but because it encapsulated the trend-setting

colours of the day.

In 1979, the Olympia Acrylic really took off. Brown

and beige were the ‘in’ colours at the time, and Isa-

bella revolutionised the market by introducing an

awning built to a new design, where the sides and

the front could be removed or rolled down halfway

according to the needs of caravanners.

Isabella’s success almost brought the company to its

knees. Although relatively optimistic when it deter-

mined the production capacity, sales of the Olympia

Acrylic exceeded even Isabella’s wildest expectations.

The joy experienced in connection with the compa-

ny’s success was somewhat overshadowed by its frus-

tration at being unable to keep up with demand.

Isabella never wanted to end up in a similar situation

again, and a rapid expansion of the production fa-

cilities was agreed. By 1980, the company had more

than 100 employees. Over the years, Søren Odgaard

created a strong team of skilled employees, not just

in production but in sales, development, administra-

tion, finance and logistics.

The best-selling awning in Europe to date was

launched in 1982. The Ambassador range, which has

undergone continuous development, is still marketed

on the basis of the original concept.

Isabella’s exports also underwent rapid growth in the

1980s. Up until this point, sales to a number of Euro-

pean countries were primarily handled by importers.

Isabella had had its own subsidiary in the United

1985Campion, the new pole factory, opens Another subsidiary opens in NorwayThe revolutionary IXL fibreglass pole system is developedThe Penta, the largest awning on the market, is launched

The Ambassador 2502 – 1991

Isabella’s first forklift truck in the raw materials storage area in the 1970s


1982A subsidiary opens in the Netherlands

1990Isabella enters the German market


Kingdom since 1970, but in 1982 the company set up

another subsidiary in the Netherlands, which, in rela-

tion to the country’s population, was the camping cap-

ital of Europe. In 1985, another subsidiary opened in

Norway, followed in 1990 by yet another in Germany.

Isabella continues to have a succesful working part-

nership with an importer in Sweden, which has always

been one of the company’s main export markets.

Developments in DenmarkIn the 1980s, Isabella recognised that Denmark was

its most important market, not just because of the

sales volume but also because close contact with

caravanners and distributors at home meant that the

company was in a position to develop and manufac-

ture its awnings in response to the needs of the mar-

ket, and to react rapidly when new trends emerged.

It is no exaggeration to say that the entire European

awnings market was characterised by Isabella’s inno-

vative thinking and efforts to improve quality.

Until the mid-1980s, all awnings were sold with gal-

vanised steel poles. In 1985, however, the demand

for greater mobility lead Isabella to develop a revolu-

tionary fibreglass pole system, the IXL system. The

new poles weighed far less than the traditional steel

poles, and their strength and flexibility meant that

the system was a very close contender in terms of

quality. The main advantage, as far as touring cara-

vanners were concerned, was that there were far few-

er kilos to carry around, and that the awnings were

far easier to erect.

1985 was also the year in which the largest awning

on the market was launched. The pentagonal Penta,

with its ingenious pole construction, did not require

a support pole in the middle of the awning to hold

the roof.

Despite Isabella’s optimism and hard work, the fac-

tory found it difficult to keep up with demand in the

first half of the 1990s. The company consequently

acquired TeltLarsen in Odense in 1995, and set

about adapting it for its own production.

Isabella respondsThe pace of progress meant that there was hardly

time for a backward glance in 1997, when Isabella

celebrated its 40th anniversary.

1997Isabella celebrates its 40th anniversary 2000

Isabella begins cooperation with a factory in Poland

The first large sewing room in 1969

1995Isabella acquires

TeltLarsen in Odense

Camping in the 1980s

:: 13 :: Isabella MagazineThe Isabella Chronicle

Juelsminde Camping in the 1990s

The market was in a constant state of change and

development. Suddenly, there was an increase in de-

mand for cheaper products as opposed to the high-

quality awnings that were Isabella’s trademark. As a

result, the factory began to develop a new series of

products of the same high quality but with fewer fea-

tures than the traditional Isabella awnings.

2005Construction begins on the

new buildings at Isabellahøj

Toilet tent – in production for approx. 25 years

Professor Glob took a number of cottage tents with him on his desert expedition among the Bedouins


In practical terms, this was achieved by entering into

close collaboration with a Polish factory which was

able to fulfil Isabella’s stringent production require-

ments. This partnership, which began in 2000, has

since flourished.

Despite increased capacity in Poland and in other

locations around Denmark, it became clear after

the turn of the millennium that developments in the

market demanded further expansion at Isabellahøj.

In 2005, contractors broke ground on an imposing

new project designed to house Isabella’s new up-to-

the-minute administration offices, a new impressive

showroom and a more efficient warehouse.

Søren Odgaard’s spirit lives onIsabella’s founder, Søren Odgaard, died in 2005

having remained active until the end. Over the last

dozen years or so, he had implemented a number of

measures designed to ensure the factory’s continued

existence, such as establishing the Isabella Founda-

tion and hiring a number of skilled managers and

employees.

The mix of young and experienced employees has

been one of Isabella’s strengths over the years. A

number of vital managerial posts have been subject

to a gradual generation shift lately, thus ensuring

sustained continuity and the continued development

and expansion of the Isabella factory.

Many entrepreneurs find it difficult to keep up once

their company has made it through the first pioneer-

Universal 240Sun-Z

ing phase, when future growth suddenly raises differ-

ent demands for management and development.

One of the most important reasons for Isabella’s re-

markable transformation from a pioneering compa-

ny to the largest and most advanced specialist manu-

facturer of awnings in Europe lies in its founder’s

ability to appoint skilled managers and to delegate

responsibility while keeping both feet firmly on the

ground. And, of course, Søren Odgaard’s talent for

handling money.

Søren Odgaard’s near legendary intuition has also

meant that the company is now in a position to grow

while retaining its position as the leading awnings

manufacturer in Europe. Isabella’s products will still

be in demand, and will continue to be copied, in the

future.

Søren Odgaard knew that nothing comes of nothing

– and his spirit is alive and well at the factory at Isa-

bellahøj.


Phoenix rises from the ashes...

By Peder Odgaard, Technical Manager

In the summer of 2004 Isabella suffered a serious fire in its

oldest showroom

Phoenix rises from the ashes...

In the summer of 2004, Isabella suffered a seri-

ous fire in its oldest showroom, and only the

remarkable efforts of Vejle Fire Brigade and

personnel from two fire stations in nearby towns pre-

vented the fire from spreading to Isabella’s produc-

tion hall and warehouse.

As Søren Odgaard stood among the smoking embers

the day after the fire, he decided that a new admin-

istration block and a new warehouse should be built

on the attractive piece of land alongside the main

road. Three architects were invited to submit their

tenders on the basis of ideas and drawings produced

by Isabella’s employees, and in August 2005 excava-

tions were begun for the new 4500 m2 building com-

plex designed by Westergaard|arkitekter.

As promised by the main contractor, KG Hansen,

the new 2000 m2 warehouse was opened on 2 Janu-

ary 2006. It rapidly proved to be extremely func-

tional and efficient, much to the delight of Isabella’s

distributors. The warehouse stands like a 10-metre-

high black monolith above an underground parking

garage which is much appreciated by Isabella’s em-

ployees since it offers direct access to the administra-

tion block.

The second stage, the administration block itself, was

completed on 24 April 2006 – a day that employees

from Isabella’s sales and finance departments had

looked forward to with a great deal of anticipation

and excitement. They had been moved to other

premises, including Isabella’s existing showroom, at

the beginning of the construction process. Here, the

sales representatives had established makeshift of-

fices in the exhibited awnings, creating a small camp

site that buzzed with activity between eight in the

morning and five in the afternoon.

Just one look at the bright, well-arranged floors that

house the many offices makes it easy to see that the

new Isabella building was worth the wait. Every fea-

ture discreetly reflects thorough planning and fine

craftsmanship – concepts that are not unknown

where Isabella and its products are concerned.

“As Søren Odgaard stood among

the smoking embers the day after the fire, he decided that a new

administration block and a new warehouse should be built on the attractive piece of land alongside

the main road.

”

:: 17 :: Isabella MagazinePhoenix rises from the ashes...

As soon as you enter the new foyer, you are met by

a bright red 1957 Borgward Isabella coupé. Many of

the company’s employees have enjoyed a trip in this

beautiful vehicle in connection with their service an-

niversary. Tradition has it that they are picked up at

home and driven to Isabella for a day of celebration

– a small but festive part of a big day.

One of the favourite parts of the new building is the

shared café. The facility has been inserted between

the two office floors and juts out above the water and

into the enclosed atrium like a giant drawer pulled

out of the façade. In time, the garden will become

a peaceful green oasis and a beautiful space with

sun benches and shadow trees – the ideal setting in

which to present new Isabella models. In one corner

of the atrium is an amphitheatre which will be the

setting for many summer events arranged by Isabel-

la’s Art Society of which some 120 employees are

currently members.

A new feature for users of the new Isabella build-

ing is that all technical functions are controlled by

computer – the lights are automatically turned on

and off, the doors open only with the correct code,

the external sun shades are activated when a room

needs cooling, and the heating system takes into ac-

count the personal requirements of the building’s

users. A wireless network connects the telephones

and computers to customers and business part-

ners throughout Europe – all from a corner of the

atrium!

At the top of the building, with views across the town

and the atrium, is a showroom which is large enough

to exhibit a small number of special models, or for

small internal events. This floor also offers direct ac-

cess to the partially covered roof terrace. The sail

that soars above the terrace is termed a hyperbolic

paraboloid by those in the know – and Isabella’s

white sun sail was indeed designed by textile archi-

tecture experts from CENO TEC. At night it is lit

in slowly changing shades of red, and the sail soars

above Isabella and rises towards the sky like Phoenix

from the ashes – symbol of “the new Isabella”.

With its new headquarters in Vejle, Isabella has cre-

ated a building for the future.

The sail on Isabella’s roof terrace was inspired by, among other things, the large sail that serves as the emblem of the largest European music festival in Roskilde in Denmark. The sail is made of acrylic and was supplied by our business partner Sattler’s subsidiary CENO TEC in Germany.


Ideas in stock

By Peder Odgaard, Technical Manager

Anyone can have an idea, but great ideas take time – a lot of time.

Typhoon

Isabella has a large team of dedicated employ-

ees whose time and efforts are spent fi nalising

the company’s new products. Before a product

reaches the launch stage, there are a great many

things to be sorted out fi rst: weave patterns, sewing

methods, instructions, pole constructions, packaging

and prices… and what about the purchase of materi-

als, CAD-CAM documents, brochures, translations,

stock and production control, etc., etc.

In the midst of all these careful considerations and

calculations, the product may not even make it

IsaFix locking clamp

Ideas in stock


through all the development stages because the de-

mands placed on our fi nished products are so high.

This means that many ideas will not come to fruition

straight away, but may instead be ‘shelved’ and al-

lowed to mature. Not unlike good wines, which often

improve with age.

One example of such a well-matured project is the

new IsaFix locking clamp. The elementary sketch for

the IsaFix is more than four years old, but the “double-

action gear box” was only technically optimised two

years ago, allowing the poles to be immobilised with

a simple 180° twist of the handle. A patented techno-

logical breakthrough.

Another example of ideas maturing over time is the

Vision, Isabella’s anniversary model, which borrows

several ideas from the Refl ex prototype (Caravan

Salon, Düsseldorf 2002), including the patterned

shade and ventilation net and the integral gutter,

which have been further developed since the Refl ex

project.

The Vision also features a host of new design ele-

ments, and we believe – in all modesty – that we

have created the most attractive awning ever, whose

shape, colour and function unite to form a unique

product which we are sure will be appreciated by to-

day’s caravanners.

For 50 years, Isabella has been synonymous with

progress and new developments within the camping

industry. In the future, we will continue to bring forth

new ideas, large and small, which will mature and see

the light of day – at a caravan dealer near you!

Ideas in stock

IsaFlex

Hercules Twin

Karen Ozmec, Lene Egly and Peder Odgaard


25 years at Isabella

An Isabella employee’s 25th anniversary

of service is a very special celebration

indeed. Although officially excused from

work, employees spend the day at the office being

celebrated in style.

At the beginning of the day, employees are collected

from their home address in the grand old Isabella

Borgward by Ivan Odgaard and driven to Isabella,

where the entire staff are waiting with flags and

bunting. A reception is also held on the day, attended

by family and colleagues, and food is served in the

cafe for all employees at the factory.

Søren Odgaard introduced a beautiful tradition on

the occasion of the very first 25th anniversary at Isa-

bella. He created a park on a piece of land adjoining

the factory, where a tree is planted in honour of every

employee who has worked at Isabella for 25 years. As

part of the celebrations to mark an employee’s anni-

versary, he or she is joined by colleagues and family,

and all pay a visit to the park to plant the tree. The

ceremony is accompanied by speeches and a toast.

The trees that are planted are oaks, because the oak

symbolises the perseverance and loyalty demonstrat-

ed by employees who remain with the company for

so many years. It is also the longest-living tree in this

part of the world, and therefore the one most suited

to bear witness to the event for many years to come.

There is an old Chinese proverb which says “One

generation plants the trees, another gets the shade”.

In the cafe at Isabella, there are pictures of all em-

ployees who have celebrated their 25th anniversary,

and that’s quite a few… 24 of Isabella’s employees

have, in fact, worked for the company for more than

25 years – a clear sign that Isabella is a good place

to work.

Anna Margrethe Jørgensen is greeted by flag-waving colleagues on the day of her 25th anniversary of service

Anna Margrethe Jørgensen and Søren Odgaard planting an oak in the park

25 years at Isabella


Producing, selling and servicing awnings for the caravanners of Europe

is a lengthy process – and a well-planned one, too.

By Sales and Marketing Manager Carsten Dyg, Isabella

An awning’s road to the consumer begins with the consumer

Mapping the needs and wishes of con-

sumers is vital, so we always begin

with the input we receive from ex-

perienced caravanners. The valuable ideas garnered

from these experts, and from our dealer network,

are combined with the technical opportunities avail-

able to us. Next, the R&D department takes over

– and adds its own ideas. Design, materials, possible

combinations of colours, durability and strength

under different weather conditions are just some of

the applicable parameters. The design department

produces prototypes for further review and test-

ing. Next, assessments are made during an internal

presentation round, where representatives from the

sales, R&D and production departments are given a

chance to air their views.

Together with principal players from our importers,

subsidiaries and selected dealers, we carry out a fi-

nal assessment and reach a decision on the actual

product launch.

Ready, steady, go!

Did we get it right as regards the needs and wishes

of our consumers? Does the price match the quality?

Do the colours follow current trends? Does the feel

of the product match Isabella’s image?

Only when the answer to all these questions is yes,

will the production department’s sewing machines

swing into action. A new Isabella awning is about to

hit the market.

Once an awning has been manufactured, it is subject

to stringent quality checks before being packed and

sent on to our distribution department.



A new awning is marketed in several different ways

as part of the overall process. It is exhibited at large-

scale trade events and exhibitions around Europe.

Press releases are sent out, and our marketing depart-

ment undertakes the actual marketing campaign.

What is most important to us, however, is for our

collection to be exhibited in our dealers’ showrooms

– this is where consumers can feel the quality of Isa-

bella’s products for themselves.

What began as an in-depth dialogue between cara-

vanners and Isabella has now resulted in a new awn-

ing. Isabella’s flagship product, the Penta, is a case in

point. You can read more about the Penta elsewhere

in this magazine.

Service

Isabella does not forget a customer once a sale has

been completed. Our service departments, strategi-

cally positioned in local markets, ensure that our

customers can have their awning repaired when

necessary. Even though an Isabella awning is both

elegant and sturdy, and sewn with reinforcements in

all exposed places, accidents can occasionally hap-

pen. In this way, customers are guaranteed Isabella

“Isabella awnings –elegant and sturdy.

”

service for the lifetime of the product – and that’s a

very long time indeed!

Our motto has always been that Isabella customers

are our most important asset. And we look after the

things we value most.

Isabella drives the camping scene right across

Europe. Isabella awnings are supplied in a large

number of different combinations. All, however, are

designed with passion and a sense of the aesthetic

and the functional, built around a frame designed to

withstand the wind and the weather.

And all are created as the result of a fruitful dialogue

between consumers and Isabella, in the hope of an

enjoyable life of camping. A free life – the freest kind

of life imaginable.



As chief editor of the Belgian camping

magazine ‘Kampeerwereld/Camping &

Loisirs’ I can only concur – an awning

is an absolutely indispensable part of camping life.

An awning is the equivalent of the terrace in front of

a house, a welcome extension to the caravan which

brings you closer to nature. You can sit here and ob-

serve life around you on the camping site. On holi-

day, it is the ideal place to cook and eat, or to wel-

come friends for a chat. The awning can also serve as

a children’s playroom or as a storeroom. The caravan

itself is only really used at night or during the day

when temperatures are low.

Acquiring an awning

A good awning usually represents an investment of

around 10–15% of the price of the caravan. Be as

critical when choosing your awning as you are when

choosing a caravan. You should never accept any old

No matter how large, elegant or well-equipped your caravan, it should

under no circumstances lack an awning. You spend almost as many

hours in the awning as you do in the actual caravan, so you should

always choose an awning of the highest possible quality – which is

exactly what Isabella offers.

By William Smesman

Campingat its best

awning offered free by the dealer when you buy your

caravan – you would undoubtedly regret it. Instead,

ask him for the price of this awning, and suggest that

he deduct this sum from the price of the awning you

really want, such as an Isabella awning. With 50

years’ experience, the Danish manufacturer knows

better than anyone what makes a good awning. Isa-

bella’s products are characterised by the incredible

quality of the canvas, and the many practical venti-

lation openings which largely prevent condensation.

The corners of the seams are reinforced, making it

almost impossible for them to split. The zips, which

are all of the highest quality, are protected by a flap

against water and damaging UV rays. Poles are avail-

able in steel or an ultra-light carbon fibre material.

Caravanners who travel regularly should choose the

carbon fibre poles as they are considerably lighter

(weighing approx. 7 kg less than the traditional steel

poles) and much simpler to handle when erecting

and dismantling the awning. In addition to solid

poles, Isabella is one of the few manufacturers to

offer a reinforced roof canvas which prevents water

from collecting on the roof.

And if your awning were to be damaged in a severe

storm, you can contact the Danish manufacturer’s

service department for spare parts. The company

also offers a wealth of accessories, including organ-

izers, attractive carpets, storm sashes, etc. In short,

Isabella fully deserves its position as the market

leader in awnings.

Camping at its best


The Penta first appeared in 1986 following

a long creative process. Isabella’s research

had revealed that caravanners wanted a

roomy awning which would be sturdy enough for

year-round camping, since the season then, as now,

often began at Easter and lasted right into Septem-

ber and even longer for some.

Cutting-edge design

The Penta was way ahead of its time when it was

created in 1986, and as a result the basic design has

changed very little since then. Even so, today’s Penta

is a carefully designed high-technology product

which has been tested by consumers for more than

20 years. Sometimes, however, changes are needed.

The light panels in the roof, which were introduced

in 1989 to create an indoor climate which far sur-

passes that of other high-quality awnings, are just

one example of such a change.

Milestones

In 1992, an all-round canopy was added to the Penta

to protect the sides from dirt and water. In 1994, the

Penta was further improved with the aid of an inter-

nal lifting pole at the rear of the awning, making it

self-supporting without the need for external support

poles or guy ropes. 1998 saw the introduction of Uni-

Cut, which provided the optimum fit for the caravans

of the day. Now, in Isabella’s anniversary year, the

Penta makes its finest appearance yet with beauti-

ful colours, the finest ever light panels in the roof, a

mosquito net panel in the left side, a door in the left

corner panel and a window in the right corner panel.

An annex attachment is now also available. The at-

tachment is added at the sides as extra equipment,

providing additional space and the option to create a

sleeping cabin, for instance.

An inspiring tale

The following tale serves to illustrate the Penta’s stur-

diness: a camp site owner in the north of Jutland with

a large number of permanent caravans purchased 19

of the largest Penta awnings in 1998 for his rental cara-

vans. He chose to leave the awnings outside both sum-

mer and winter, even in the knowledge that the Penta

is not designed for winter camping. Large amounts

of snow can crush the tent, and the canvas may get

By Tommy Boisen, Isabella

Isabella’s largest awning, the Penta, has assumed a leading position in

the wonderful world of camping

The triumphant progress of the large Penta awning

The triumphal progress of the large Penta awning


ripped in a storm. He defied all cautions, however, and

equipped his awnings with steel guy ropes as well as

a large number of additional support poles and roof

poles. He also lived on site, and always made sure that

he removed any snow from the roofs of the awnings.

In December 1999 Denmark was hit by the worst

storm for 100 years. The awnings were particularly

exposed since the winds were strongest in the north of

Jutland. The awnings made it through the worst with

very little damage except for a couple of bent poles.

A summer cottage

The Penta has been described as a summer cottage

for caravans, and even during this anniversary year

it is difficult to think of changes that would improve

the awning without rendering it far too intricate. The

advantage of the design is that the awning is always

perfectly assembled when correctly tensioned, re-

gardless of the caravan on which it has been fitted.

I must remember to mention that the Penta’s side and

front panels are made of a tough 280 g dyed acrylic

from Isabella’s supplier Sattler in Austria. The roof is

made of coated polyester with an attractive and prac-

tical interior pattern and light panels in the same ma-

terial, all supplied by Ten Cate in the Netherlands.

The base is made of polyester/PVC and includes an

internal mudflap. The Penta is supplied with IsaFlex

pegging elastics, FixOn II™ screwless brackets and

the latest dot jacquard curtains, as well as draught

skirt, wheel arch cover, pegs and guy ropes.

Still going strong

The Penta will undoubtedly be around for many years

to come. Who knows – it may even live to celebrate

its 25th anniversary in 2011 – or even its 50th anniver-

sary in 2036. That is pure supposition, naturally, but

it is no doubt realistic given that the Penta has been

the most successful awning ever.

The triumphal progress of the large Penta awning


This is partly due to the fact that the camping

sector has demonstrated great foresight, to

the extent that camping sites and caravan

parks are often as comfortable and well equipped to-

day as most homes. Not only that, but manufacturers

of tents, caravans, motorhomes and camping equip-

ment have succeeded in supplying products of the

very highest quality.

In the beginning, a farmer or a village would have a

small piece of land where visitors could put up a tent.

In the years immediately after the Second World

War, only ramblers and cyclists went camping. The

facilities on site were few and far between, consisting

usually of a tap and a single toilet with a bucket or a

hole in the ground.

There was no manager on site, but a man would

come around in the evenings

at around nine P.M. and ask for

25 Danish øre per person per

night. If you were really lucky,

you might find a comfort camp

site with a small barn and some

straw you could put in the bot-

tom of your tent. This was the height of luxury. In the

morning, visitors would clean up after themselves,

gather up every wisp of straw and put it all back in

the barn.

At this time, neither plastic or air mattresses nor

fixed tent floors had been invented, which meant that

rain and creepy-crawlies rapidly made their way into

the tent. This was something you simply learned to

live with. If there was no straw around, you picked

some tall grass to put under your sleeping bag, and

a raincoat was ample protection against damp from

below.

Water-flushed toilets

The 1950s saw the advent of water-flushed toilets and

outdoor sinks – generally installed in a lean-to. In the

1960s, camping really took off in Denmark. Indoor

laundry, toilet and bathroom facilities were installed.

Hesselhus Camping was at the forefront of develop-

Camping through the ages

The days are over when camping was seen as a cheap holiday option.

Camping, more than almost any other sector of the holiday market, has

undergone extremely rapid development and is today the preferred holi-

day option for Danes.

They were sweet, those sixties girls – seen here enjoying themselves in a caravan from that period.

During the post-war years, camping sites offered no more than a small wooden hut with a toilet bucket or a hole in the ground, along with an outside tap.


By Jørgen Frölich, DCU


ments – it was the first camping site in Denmark to

have warm water in the taps, a large playground and

a common room with a television. Little wonder,

then, that this superb site attracted large numbers of

visitors.

Foreign influences

In the 1960s, caravans started to become popular.

The British-made Sprite, in particular, introduced

the caravan to Denmark.

These vehicles were unwelcome foreign interlopers

at camping sites. Sitting there in the evening in his

tent with his wife and kids, chilly, dressed in damp

clothes and with wet towels that refused to dry prop-

erly in the humid weather, it was impossible for a

man not to cast an envious glance towards the lady

in the brightly lit caravan, in her nice skirt and light

blouse, making coffee in her warm and cosy cara-

van.

Camping takes off

It was thanks to caravans that camping really began

to take off. Suddenly, the season could be extended

over and above the two weeks’ summer holiday that

people had at the time. Sites became more profitable

as a result, and site owners were able to invest in bet-

If a site was near a lake, all personal and dental hygiene needs were met here. Visitors could even have a bath – something that only few were lucky enough to have at home.

In the 1960s, car drivers also began to visit camping sites. Seen here is a white cotton tent along with a Volkswagen and an Opel Rekord.

The greatest luxury was a small barn with straw that could be used as a mattress. There were no such things as fly sheets, but a cotton tent would keep out a shower provided you didn’t touch the canvas. Otherwise, the rain simply came pouring through the material.

ter facilities. The facilities, in fact, became so good

that sites could stay open all year round. Krakær in

Mols was the first site to pilot this initiative.

The advent of the caravan brought about a need for

awnings, and Isabella was part of the evolution from

the very beginning. Since the factory already made

pyramid-shaped tents and cottage tents, it was only



natural to follow developments and begin to manu-

facture awnings. This proved to be an excellent initia-

tive, since Isabella is now one of the largest awnings

manufacturers in Europe.

The best in Europe

Although there are many excellent, well-equipped

caravan sites abroad, it is fair to say that Danish

sites, on the whole, are among the best in Europe.

There are few other places where you will find such

a variety of comfortable, user-friendly facilities, from

well-equipped kitchens with cookers, ovens and grills

to special bathrooms for children and families which

often match or exceed the facilities on offer at home.

There are, of course, also many activities on offer

including swimming pools, large playgrounds with

bouncy castles and cushions, a variety of playing

fields, etc.

The future

Progress continues apace. The latest trend to hit to-

day’s caravan sites are the many motorhomes, which

floor-heated bathroom with toilet, wash basins at dif-

ferent heights, shower and storage facilities where

they can leave their belongings and avoid having to

queue or share a toilet with others. Experience shows

that many families are prepared to pay up to around

£7.50 a day for this luxury, and perhaps save in other

areas.

Today’s caravan sites are also at the forefront of

developments when it comes to IT, with many sites

now offering Internet cafes and wireless Internet

connections.

are being sold in huge numbers across Europe. Spe-

cial facilities are being created for these vehicles,

including level parking areas, refilling and emptying

facilities for tanks, etc.

Private bathrooms are slowly beginning to appear.

This means that visitors can rent their own private,

Kongo - 1960

Olympia Syntex 1977

Isabella Eskimo - 1969

Isabella 500 - 1970



Spending time with children makes you see

how liberating it is to play. Playing is good

for the body and the soul – whether you

are a child or a grownup. Play leads to smiles and

laughter, which in turn lead to a sense of security,

closeness and togetherness. Children can show us

how to escape our busy lives, with too much screen

time and too little exercise. They are the first to seek

out the playground once the family arrives at the

caravan site.

The playground is a sure-fire hit at any caravan site,

because children rapidly find new playmates here.

And once they do, their imagination knows no

bounds. The way in which children play differs from

country to country as a result of diverse traditions

and cultures. Some will know games that others have

never heard of, but children are quick to accept new

ways of playing as long as these provide a challenge

and bring them closer together. Camping is ideal for

children, and a caravan site is a real eldorado where

they can expand their horizons.

Different playgrounds

Playgrounds differ widely in Denmark and abroad.

The number of stars awarded to a caravan site is of-

ten a good indicator of what you can expect from the

playground facilities. One thing, however, is certain:

99% of all caravan sites have a playground.

Since having our children, we no longer stay in the

same spot on the caravan site. In the early years,

when we brought our little tent, we usually pitched

it in the farthest corner, far from the facilities and

the other people on the site. Now that we are joined

by our children aged one and three, we make camp

as close to the playground as possible. That way, we

can sit and relax in front of the caravan while the

children play. They quickly create their own universe

and their own world through play. Grownups are

welcome to join in, especially with games from their

own childhood – old-fashioned games are popular

with children. Playing is free, it gives us a fantastic

sense of closeness and togetherness and it allows us

to spend some wonderful moments together while

camping.

Nature playgrounds

So-called nature playgrounds, which are springing up

in many places nowadays, combine natural materials

and physical challenges to form a cohesive whole. It

doesn’t really take much – children can spend hours

playing on a climbing frame if it has been creatively

designed. Nature playgrounds are also good because

they are usually located in an open area, in a forest

or by a lake for instance, allowing the landscape to

become a part of the children’s play.

Shapes and colours

Playgrounds which incorporate bright colours and

ingenious shapes that inspire play are a sure hit with

children, who usually spot them at a distance and

will keep pestering their parents until they are al-

lowed to play. Isabella and the Isabella Foundation

have so far given some 60 Danish caravan sites a

Kompan playground, known for its colourful climb-

ing frames and intricate shapes. Kompan are high-

quality Danish playgrounds with a lifetime of up

to 30 years. Safety is absolute provided service and

maintenance routines are observed. In Denmark,

consultants from the Danish Camping Board visit all

approved Danish caravan sites once a year to carry

out playground safety checks.

It’s good to play

We grownups should play for at least an hour a day – it’s good for the

body and the soul. Spending time with children makes you see how

liberating it is to play. Playgrounds are a sure hit at caravan sites because

children rapidly find new playmates here.

It’s good to play

By Anne-Vibeke Isaksen, www.campingdanmark.dk


1

2

3

4

5

6

Parental responsibility

Although legal responsibility rests with the owner,

parents should always accompany children, espe-

cially younger ones, to the playground. This is where

all the children at a caravan site meet up, and it can

get a little boisterous on summer evenings in high

season, especially on the bouncy cushions. If you

spot a dangerous object or similar in a playground

at any time, you should notify the owner or the site

manager immediately, though without restricting the

freedom of play for children.

The rules

In short, caravan site owners who build their own

playground must ensure that it is approved by the

local authorities once it has been completed. The

owner is subsequently responsible for maintenance,

including safety checks. Most of the larger caravan

sites that build playgrounds nowadays use a profes-

sional firm to do so. Responsibility for playground

safety rests with the owner.

Further information

Go to www.legepladskontrollen.dk, the Danish Play-

ground Control site, for the latest requirements and

specifications for Danish playgrounds.

Photos by Rasmus Schønning1. Boys will be boys! It’s good to play – even if you’re

a grownup.

2. Elite Camping Bøsøre Strand Feriepark has been designed around a Hans Christian Andersen theme – hence the large playground with well-known figures from the fairy tales.

3. TopCamp Jambo Vesterhav’s playground is probably the most expensive in Denmark at DKK 1.5 million. “Come on down, kids” says the site’s manager.

4. Isabella’s colourful playgrounds may be found at 60 Danish caravan sites – here at FDM Hegedal in Djursland.

5. Many caravan sites keep animals, which are always a hit with children of all ages.

6. At Feddet Camping on Zealand, children can become fishermen for a day.

“Playgrounds which incorporate

bright colours and ingenious shapes that inspire play are a sure

hit with children.

”

It’s good to play


Let’s begin by asking ourselves this: Will peo-

ple still be going on holiday by the time we

have celebrated New Year’s Eve another 25

times? In the majority of European countries, people

are working longer hours. Will we end up working so

much that we no longer take time off for holidays?

No! Although we are working longer hours, we are

also taking more holidays. Which is actually quite

sensible – our busy lives and increasing stress levels

mean that we are badly in need of fresh experiences

and new impressions which we cannot get at work

and therefore need to seek out during our free time.

If the growth in international tourism continues

apace, we will be travelling twice as much as we do

today in 25 years’ time. Twice as much. This presup-

poses, of course, that we can actually afford to travel.

Prognoses indicate that the disposable income of

people in the richest parts of the world will increase

by around 60%. There will be more money for holi-

days. Tourism is a growth sector.

We are rapidly moving towards an ‘experience econo-

my’, and tourism will play an important part. The

percentage share of disposable income spent on ex-

periences will increase. Experiences denote all the

emotional things that appeal to our hearts – camping

holidays are a good example. Camping holidays are

not part of the information society – on the whole,

we don’t go on holiday to gain knowledge or become

wiser. So why do we go camping? The first and most

important reason is FREEDOM.

Statistics show that the lives of the people of Europe

are subject to ever greater control. Our working days

are getting longer and our free time is increasingly

taken up by a variety of activities. We spend less and

less time ‘doing nothing’, relaxing and hanging out.

We are constantly in demand, continuously required

to act and make decisions as a result of electronic

gadgets, the Internet and mobile phones. There is

less freedom and more control in our lives. At the

same time, we are being told to eat healthily, to ex-

ercise, to watch our weight, to stop smoking and to

stop drinking. To whiten our teeth, to reduce wrin-

kles. We are expected to look younger and prettier,

to live up to the standards of beauty projected by

society. Endless demands are placed on us.

But not so on a camping holiday! When we go camp-

ing, we are free to do exactly as we please. Sleep until

we wake, eat when we are hungry, go to bed when

we feel like it. Go exactly where we please. We can

change our route, change our mind, we are free… On

the other hand, this also means that we only have

ourselves to blame if we get lost. We are free to cre-

ate our own holiday experience. We are the boss, our

time belongs to us and no-one else.

The other major trend which points towards the in-

creasing popularity of camping holidays is the focus

on LOVE, ROMANCE and FAMILY. This is an im-

portant aspect of the so-called ‘experience economy’.

We are spending less time together during the week,

and less time at home. Many of us see more of our

work colleagues than we do of our own families. Holi-

days give us a chance to make up for this, and camp-

ing holidays are just the ticket. Camping allows us to

Holidays and campingin 2031 – a time travel story

Let us journey in time to the year 2031. Needless to say, the industry

rarely looks this far ahead, but just occasionally it is a good idea to get

a bird’s eye view of things in order to see the major trends.

By Rolf Jensen, Dream Company as

Rolf Jensen, manager and founder of Dream Company as in Copenhagen, is the author

of three bestsellers: The Dream Society, published in 10 languages, Heartstorm, a book

about storytelling for the business community, and most recently Fremtidsmagerne

(due to appear in English as A Time Traveller’s Tale). The book, which was published in

December 2005 by Børsens Forlag, describes a journey in time to the year 2030. With

inspiration for the present from 2030, the book is aimed at companies that want to be

prepared for the future. Rolf Jensen is a popular and inspiring lecturer in Europe and

elsewhere, and an advisor to a number of large corporations. www.dreamcompany.dk.

Holidays and camping in 2031


see each other in a new light. We can rejoice together

when we manage to find a good site before dark, and

we can have a moan when it is cold and wet and

we’re hungry. We may quarrel and bicker, but we’ll

be together and doing things as a family. And that is

precisely what we don’t have time for normally.

So how will the camping map of Europe look in 25

years’ time? The short answer is that there will be

more to distinguish the different destinations, and

greater choice. A camping holiday will no longer just

be a camping holiday, it will usually have a theme.

Consumers will want niche destinations: love, ro-

mance, family, freedom, nature, sport, the environ-

ment, music – the possibilities are endless. Camp-

ing destinations and camping equipment must be

adapted to these requirements. As far as caravans,

awnings and other equipment is concerned, this will

mean more product variants, more choice – standard

equipment will be harder to sell.

But that’s 25 years from now – so what can we do

to attract more people to camping in the meantime?

My answer would be to reinforce the story-telling as-

pect of a destination. If the aim is to attract visitors

with an interest in ornithology to Extramadura in

Spain, you can tell them exciting stories about eagles

and the great outdoors. If you want to entice people

to visit North Finland, tell them about Santa Claus

– who just happens to live near Rovaniemi. Tell them

“If the growth in international

tourism continues apace, we will be travelling twice as much as we

do today in 25 years’ time.

”

Holidays and camping in 2031

Isabella Olympia 1979

By the North Sea, 2005

to take the children winter camping, suggest they vis-

it the nearby amethyst mine. There might even be a

haunted house nearby – or a witch or two! The most

important thing is that every story must appeal to the

heart. The best stories will succeed and attract the

largest numbers of visitors. Remember – a camping

holiday is an emotional experience.


Quality is not something we’re prepared to discuss!

As my father, Isabella’s founder Søren Odgaard, used to say: “The least

that can be expected of us is that we behave decently”.

By Ivan Odgaard, Production Director

This statement has become the cornerstone

of Isabella’s fundamental approach and

philosophy. By complying with the above,

and always doing our best, we can manufacture awn-

ings and camping equipment unrivalled anywhere in

Europe.

Throughout the past 50 years, rule number one has

always been that quality should be considered our

main priority. This will continue to be the case in

the future.

As a manufacturing company, we are known far and

wide for this approach, and it is therefore vital that

these quality demands are met not only by ourselves

but also – and equally importantly – by our suppliers.

Just as customer care is important, we pay great at-

tention to supplier care. Our suppliers are meticu-

lously selected, and great demands are placed on

them before we enter into a working relationship.

We maintain a close ongoing dialogue with suppliers

and their development departments in order to en-

sure that the very finest, state-of-the-art technologies

are employed in the manufacture of our products.

We meet regularly with our suppliers to discuss ways

in which we can remain at the forefront of develop-

ments and ensure the best possible quality and price.

Quality is not something we’re prepared to discuss!

:: 35 :: Isabella MagazineQuality is not something we’re prepared to discuss!

Once a close working relationship based on mutual

trust has been created, all parties work hard to ensure

that it can be maintained for many years to come. In

fact, many of our suppliers have worked with Isabella

for years – some almost from the very beginning.

We firmly believe that quality is of the essence, and

the best raw materials must therefore be handled

with great expertise. Since our products are unique

pieces of craftsmanship, we naturally use the best

craftsmen in the industry. Flexibility, stability and,

needless to say, quality are all keywords that may be

used to describe Isabella’s employees. The fact that

our employees are one of our most important assets

means that we do our utmost to treat them well.

We know that even the best raw materials can be

ruined by poor workmanship. We also know that if

we all do our best, we can achieve the quality that

characterises all Isabella’s products.

We do everything we can to treat our employees

decently as we are convinced this is the best way

to achieve our business objectives. Quality is not

something we are prepared to discuss – this has al-

ways been, and always will be, rule number one at

Isabella.

Isabella Magazine :: 36 :: Isabella Vision breaks with awning traditions

Isabella Vision breaks with awning traditions

Europe’s largest specialist awnings manufac-

turer, the Danish Isabella factory in Vejle,

will be marking its 50th anniversary in 2007

with an entirely new and highly advanced awning. The

Isabella Vision also highlights the company’s position

as the leading awnings manufacturer in Europe.

In many ways, the Isabella Vision breaks with con-

ventional ideas of what an awning should look like.

light panels made of sun-refl ecting foil above the ter-

race, which give good light inside the awning and in

the terrace area.

The new window section at the front has been in-

spired by the fl oor-to-ceiling glass windows in mod-

ern holiday homes. The window is split into large sec-

tions, and the two central sections may be replaced

by a ventilation net panel.

But the awning’s appearance, and the many innova-

tions incorporated in its design, will make life far

more comfortable for caravanners.

Isabella Vision’s unique shape makes it hard to over-

look. The three-metre deep awning has been extend-

ed at the front with a one-metre wide terrace, and the

sides incorporate a wide canopy with a special water

run-off feature. The large roof construction has roof

The highly advanced Isabella Vision will attract a great deal of attention at caravan sites around Europe, not least because of its unique appearance.

:: 37 :: Isabella MagazineIsabella Vision breaks with awning traditions

The sides are newly designed with a special ventila-

tion net panel at the bottom. The canopy has fi xed

sides, which means that the ventilation net panel

may be left open even when it rains. In addition to

the aforementioned ventilation net openings, the

awning incorporates two further panels in the front

which provide additional ventilation.

The ventilation net panels form an integral part of

the Vision design. The newly designed ventilation

net pattern is also available as removable panels in

the terrace sides and the corner sections at the front

of the awning.

The many innovations include a very special gutter

and run-off on both sides. The design incorporates

a “rain groove” in the outermost edge of the canopy,

which is angled towards the centre from both sides.

A rain collector which ends in a typhoon guy rope

may be connected at this point, allowing water to be

led away from the awning.

Internally, the new Vision awning is very house-like.

This is fi rst and foremost the result of the square win-

dow panels, but also because of the lack of curtains.

Shade is achieved by means of a system of blinds in

both the front and the sides, which is so fl exible that

caravanners can choose to cover the entire window

panel, or just the top, middle or bottom section of

the window panels.

The Vision will be launched in a new colour combi-

nation of tweed, copper and moonlight with pearl.

While the roof is made of the familiar polyester-coat-

ed canvas, the copper-coloured acrylic material has

been given a new water-repellent coating.

After several years of development, Isabella is ready

to present a very handy replacement for the tradi-

tional adjusting screws that form part of the pole sys-

tem. The CarbonX fi bre reinforced fi breglass frame

features a locking clamp which is easily operated us-

ing just one hand – one touch. The new system is

known as IsaFix and is so far only available with the

new awning.


He was very young and had trained as an

architect in Germany and as an indus-

trial designer in Denmark when he first

came into contact with Isabella. Lea Thomas Smith,

who is British in origin but educated in Germany, was

invited to Denmark as a guest of the Nordic Council

of Ministers and Danmarks Designskole to contrib-

ute to an interdisciplinary Nordic research project in

industrial design. He made a start alongside the Ice-

landic designer Olafur Thor Erlendsson, and today

he is a professor at Danmarks Designskole, where he

trains Danish and foreign design students. Isabella

has always maintained close ties with new designers

in the camping and leisure industry, and a link with

the research project was therefore rapidly forged. In

1994 this resulted in a collaboration project to de-

velop new ideas for the internal design of caravans,

with possible extension options provided by awnings.

Isabella gave the young designer a free rein and pro-

vided him with materials, knowhow and some finan-

cial support.

“The aim was not to create immediate solutions,” ex-

plains Lea Thomas Smith. “Isabella has always taken

the long view in terms of development, so we focused

on long-term ideas and solutions that have since

been put into use in the camping industry,” says Lea

Thomas Smith, who has gone on to enjoy a highly

successful career in the industry. First in Italy as a

designer of furniture for large luxury yachts, then at

the Hymer design centre in Germany, followed by a

number of years as chief designer at Westfalia with

his own design centre in Stuttgart. He is currently

employed as Brand Manager and Chief Designer at

one of the largest caravan manufactures in Europe, a

position that carries a great deal of responsibility.

“It was Isabella that got me started in the camping

industry, and I have therefore maintained a close

link with the company over the years,” continues Lea

Thomas Smith, who is currently busy developing a new

series of turnkey design solutions for motorhomes.

“Over the next few years, motorhomes will gradu-

ally be designed as independent vehicles rather than

chassis with an accommodation unit attached,” he

explains. “They will be just as beautiful and carefully

designed as cars.”

The Brand Manager and Chief Designer believes the

EU will tighten the demands on Danish excise rates,

putting the Danes in a position where they can afford

to enjoy the benefits of a modern motorhome. The

camping industry is undergoing rapid growth across

Europe, something which is expected to continue for

several years – according to Lea Thomas Smith, a

designer who is very fond of Denmark!

Brand Manager and Chief Designer Lea Thomas Smith:

Isabella launched my career

By journalist Erik Bisgaard

In the mid-1990s, Isabella helped Lea Thomas Smith by providing finan-

cial support and expertise. Today, he works as Brand Manager and Chief

Designer for one of the largest caravan manufacturers on the market.

Lea Thomas Smith

Isabella launched my career

:: 39 :: Isabella MagazineCompetition

CompetitionTake part for a chance to win one of:

10 Flex windscreens

10 Shadow 300

10 sets of 2 Isabella microfi bre cushions

Go to www.isabella.net to enter the competition.

You’ll fi nd all the answers you need in this

issue of Isabella Magazine.

1. What colour is Isabella’s old Borgward Isabella?

2. What year did Isabella fi rst build at Nørremarken?

3. What is the name of Isabella’s new

anniversary awning?

The answers must reach us no later

than 20 April 2007.

Winners will be notifi ed directly.


Manufacture and design have always

been essential parameters at Isabella.

The company’s products must be of

the highest possible quality, and the colours and pat-

terns should ideally be eye-catching.

A few years ago Isabella joined forces with Karen

Ozmec, an artist from Hedensted, in order to foster

new ideas and impulses in the areas of manufacture

and design. This collaborative venture, entitled “the

creative alliance”, was the result of a government

initiative to encourage industry to involve artists in

the development of new products in order to achieve

synergy.

Into nature

Isabella was one of the organisations that welcomed

the initiative. Together with Karen Ozmec, the com-

pany developed new thoughts and ideas designed to

contribute to the company’s product development

process.

Karen Ozmec took as her starting point the feeling

that she believes lies at the root of camping life: a

feeling of moving out into nature, a sense of nature

with branches, twigs and bark just like when we were

kids building dens in the woods.

“I imagined a more transparent awning where you

could see the stars through the roof and the sur-

rounding nature through the sides. I know that to-

day’s caravanners have to stay on a busy caravan site,

and that they cannot set up camp in the wild. I there-

fore sought to design a tent pattern that would lead

people to think about interwoven branches, grass

waving in the fields, a kind of organic and trans-

parent wall against the outside world. The awning

serves as a substitute home during holidays, when

you move out into something temporary and mobile,

something which is more open to the outer world,”

explains Karen Ozmec.

Art and industry in synergy

According to the artist, the aim was not to produce a

new awning, but to work on a range of new ideas.

“As an artist I am not responsible for the company’s

finances, market share or sustainability, and this lack

of ‘responsibility’ is a real breeding ground for new

ideas.”

It may be possible to further develop some of these

ideas in connection with future products.

In order to highlight the collaborative venture en-

titled “Art & Industry”, the ten most productive

projects were exhibited at the Trapholt Museum of

Modern Art, and later at a camping show in Düs-

seldorf, where the light blue awning with its inter-

woven pattern generated many column inches and

attracted a great deal of attention and interest in

Isabella. The collaboration also benefited Karen

Ozmec.

Artist achieves synergy at Isabella

By journalist Erik Bisgaard

Artist involved in product development looks at pattern

design and colours



Exciting

“A large creative company like Isabella can in real-

ity manage by itself, it doesn’t really need an artist.

As an artist, however, you can learn a lot from this

kind of partnership,” says Karen Ozmec. “Isabella

is a resource-rich, friendly and well-run workplace,

and it was great to get a chance to try new materials

and to get an insight into production and IT. I can

use this knowledge in my daily work as an artist,”

explains Karen Ozmec, who studied at the Vienna


Karen Ozmec is seen here at work in her studio. The artist and her work may be seen at www.ozmec.dk

Academy of Art. “The patterns featuring interwoven

branches and waving grass, monotypes created with

foil from tent windows, have found their way into my

world of imagery.”

The development team at the Reflex model

Isabella Magazine :: 42 :: Winter camping

From the beautiful Scandinavian mountains

to the sun-kissed hills of Southern Tyrol,

you’ll find them everywhere – caravanners

who have discovered they can set up camp at the foot

of the best ski runs!

They leave their caravan set up throughout the win-

ter season, ready to be used when they need it. And

often the price is no more than the cost of hiring a

cabin in a popular ski resort for a week.

Living in a caravan in the winter is a fantastic experi-

ence, and with all the mod cons available in modern

caravans you won’t be cold, bored or miserable.

And just imagine raising the blind in the morning

when the temperature is 15 degrees below zero and

the sun is shining from a clear blue sky, and the

only problem is deciding whether you’re going to go

downhill or cross-country skiing…

Needless to say, there are also campers who travel

around in their caravan in the winter. Families who

love to spend public holidays in a winter sports

paradise, and the rest of the winter period exploring

wherever their fancy takes them.

Winter camping can be much more rewarding than

you might think. Maybe you’re longing to go to that

tropical swimming pool 150 km from home, or per-

haps there’s an exciting musical in town that you

would like to combine with a unique culinary expe-

rience. In both cases, a caravan is the ideal choice

when it comes to finding overnight accommodation.

As we have seen, there is a lot you can do with your

caravan, even in the winter. But camping in the winter

also means that you must prepare a little more care-

fully than if you were camping in the heat of summer.

Winter camping– the best there is!

By Lars Erik Paulsson

Already, tens of thousands of families around Europe have discovered

that their caravan makes a great mobile hotel, even in the winter, and the

number is growing year by year.

:: 43 :: Isabella MagazineWinter camping

It is essential, for instance, that everything functions

100 per cent in the caravan. A broken heating sys-

tem, for instance, would mean having to cut your

journey short and return home.

Making sure the battery is in order is just as impor-

tant. The battery is the ‘heart’ of the vehicle, and

without it little works.

The best thing, therefore, is to let a garage service the

caravan carefully before you set off. The garage will

check that everything is working as it should, and

sort out any problems. If you know for certain that

the caravan is in tip-top condition, you may be able

to get away with a few simple checks.

Needless to say, both your car and your caravan must

be equipped with winter tyres. If studded tyres have

been fitted on the car, then they should also be fitted

on the caravan.

Once you have arrived safely, there are a few things

you will need to do before you can relax and enjoy

your winter break:

• A sudden change in the weather may cause tyres

and supporting legs to freeze onto the ground, and

it is therefore advisable to place a piece of board

below these. The pieces of board can be left be-

hind if stuck.

• The handbrake on a caravan should never be en-

gaged in the winter. The brake may freeze, pre-

venting the caravan from being moved until the

weather improves.

• The electric cable must be elevated to prevent it

from freezing onto the ground. Many winter cara-

van sites provide special overhead lines for this

purpose.

• If the reduction valve has a ventilation hole, the

valve must be turned so that the hole is at the bot-

tom. This lessens the risk of it freezing.

• “Low cost gas” may contain water and other

contaminants that can cause problems when the

weather turns cold.

• Never pile snow against the caravan in the belief that

the temperature inside will rise. The snow will block

the inflow of air below the caravan, thereby compro-

mising the so-called safety ventilation system.

• Never try to stop a draft by blocking roof hatches

or other vent holes. These also form part of the

safety ventilation system.

Good things to bring

AWNING

An awning is a covered patio that protects against

the wind, and a great place to store your winter

sports equipment. You can also use the awning to

change out of your ski clothes to avoid getting snow

in the caravan. The pitch of the roof on the awning

must allow snow and melt water to run off the roof

freely. A special winter securing set will ensure the

awning is better able to withstand the weight of the

snow. A universal awning may also perform well in

some cases.

SNOW SHOVEL and BROOM

It is always a good idea to bring a small snow shovel

and a broom – like the one you use for your car – to

keep both the awning and the space where the gas

flask is stored free of snow.

PIECES OF BOARD

You will need pieces of board to level the caravan

and to place below the supporting legs and wheels.

ELECTRIC CABLE

You may need a longer cable than in the summer if

you are going to hang the electric cable to prevent

it from freezing onto the ground. Ten-metre cables

are better than 20-metre cables as they will allow you

to choose the required length (the drop in voltage is

higher with longer cables). The cables must be fit-

ted with a CEE plug, but a suitable adaptor may be

required if you end up at a site with the old type of

outlet. Short tightening straps are cheap and suitable

for suspending the cable, and the width of the straps

will ensure that the cable is not damaged.

GAMES and BOOKS

After a long day on the slopes you will generally be

tired in the evening, but there may be days when the

weather keeps you indoors.


We are all drawn to the sun, and some

European countries have more sun

than others. Many Europeans in par-

ticular have therefore travelled south in search of sun

in both the spring and autumn. Most fly, but some

take their own car despite the long journey. The ma-

jority stay in timeshare apartments, in which some

own a share, while others spend five to eight weeks

in a hotel. Usually, the sun and the off-season prices

have been the main attraction, but the fact that older

holiday-makers have retired or taken early retirement

and therefore have time on their hands has also been

a major contributing factor. Lastly, some have trav-

elled to warmer climes for health reasons. Asthma

and arthritis sufferers in particular feel much better

in the sun.

New trend

A new trend is now emerging, largely led by North-

ern Europeans. The concept in question is long-term

camping, and I have found a caravan site which is

absolutely ideal.

The fact is that more and more people are enjoying

their retirement on caravan sites under the southern

sun. Caravanning appeals to the over sixties in par-

Spending time in the sun

– it’s great to holiday in the sun, and even better when you

can stay for a while


ticular for a variety of reasons. First and foremost,

the equipment used by caravanners nowadays is far

more advanced than before. It is no secret that all

the mod cons we are used to enjoying at home can

now be found at caravan sites or in caravans and

motorhomes, and an awning is almost as good as a

conservatory.

Folklore

Home comforts are thus to be had even outside the

home. But there are other factors that also attract

modern man to long-term camping in sunny climes.

Caravan sites are rich in folklore. They attract people

from many different countries and allow for a rich

exchange of languages and cultures. Add to this the

social aspects which are so unique to camping life.

Long-term camping holidays are also viable in eco-

nomic terms: it is no more expensive to live on a

caravan site – especially in the off-season – than it

is to live at home. And the pace of life at a caravan

site is usually very relaxed. Before long visitors have

made new friends, be it at the swimming pool, at the

bar, in the restaurant or with caravanners on adjoin-

ing pitches.

Relaxing pace of life

Long-term campers are masters of their own destiny.

No-one tries to hurry them, there is no tour group

waiting to move on to the next attraction. The pace

of life is slow, as slow as you please in fact. There is

always plenty to see in the new borderless Europe.

Some of our sunny countries are veritable treasure

troves of attractions that are rich in history and easy

on the eye. More enticing than anything, however, is

the opportunity to relax under sunny blue skies in

the shade of a palm or a cypress.

We visited a site in Spain. Be it May, June or Septem-

ber, everything is open and the grass is green. There

are fewer visitors than in July and August, and the

prices are markedly lower in the off-season.

The off-season in Spanish

It was purely by chance that we came across the fan-

tastic caravan site Camping L’Àmfora, but then such

chance events can often have very happy outcomes.

No doubt, we also wanted to find what we were look-

ing for – a site that would be suitable for the older

generation. We finally found it near Girona in North-

ern Catalonia, close to the French border, and we

decided to stay for a while.

Within reach

One of the reasons for camping is that you can stay as

long as you want when you find somewhere you like.

And as a long-term camper, you have plenty of time

on your hands. If it rains, or if the site fails to live up

to expectations, you simply move on. The Camping

L’Àmfora site provides a full range of services and

facilities and offers a wide variety of activities for all

ages that will keep you busy for several weeks. Water



gymnastics, an Internet café, playing fields, a fantas-

tic beach with beach-based activities and plenty of

space for sunbathing. Those who want salt water can

swim in the sea, others may prefer the outdoor pool

complex.

There are lots of restaurants, entertainment venues

and attractions in the area – you may well like to

bring your bicycle.

Peace and tranquillity

The list is endless. This is not to say that you have

to try them all, although most activities are included

in the very reasonable overnight fee. It is up to you

to pick and choose, and it is precisely this freedom

which is so meaningful. The most remarkable thing

about this site is that, unlike other large sites of this

type, it has not turned into an amusement park. The

noisy activities are grouped in one area, and if you

want to stay nearby you are free to do so. If you want

peace and quiet you can stay near the beach or the

surrounding plantations.

More space

As a starting point, it is fair to say that some caravan

sites in Southern Europe are far too big. But Camp-

ing L’Àmfora is different: firstly, it has been split into

different sections to suit different tastes, depending

on your age and the type of holiday you want. Sec-

ondly, the site is very green.

The size of the pitches (up to 180 m2) also makes a

You will find more information about the camping site at www.campingamfora.com (English and Ger-man), including the fees for overnight stays, which start at 12 euro per night for pitches measuring 100 m2. Add to this the price per head, which starts at 3.50 euro per night.

Until the end of July, and again from the beginning of September, two adults in a caravan can stay at the site for 15–16 euro per night at a pitch with an electrical hook-up.

So-called luxury pitches measuring 180 m2 are also available, with hook-ups to electricity and fresh water as well as a sewer hook-up. The price is 20 euro per night, and pets are allowed.

Some of the ‘must see’ attractions in the area include Salvador Dalí’s home town and museum in Figueres, the Aiguamolls de L’Emporda Natural Park and the monastery in Sant Pere de Rodes.

NB! Remember to check your health insurance before any extended visit abroad.

lot of difference since it gives a sense of space. It is

not unusual to be squeezed onto a stamp-sized pitch

at caravan sites in Southern Europe, particularly

during the high season. Visitors are packed in like

sardines, so it is clearly an advantage to come in the

off-season.



Spending time outdoors, allowing your sens-

es to absorb all the wonderful elements of

nature, is a balm to soothe the soul. It is

this unique opportunity to get back to nature that we

enjoy in our modern world, and that is why camping

has become so popular.

The addition of a great meal, a good bottle of wine or

a refreshing glass of beer can only make the experi-

ence more perfect.

Isabella Magazine has asked Jesper Schytte, top chef

at the well-known five-star Hotel Munkebjerg near

Vejle in Denmark, to create a series of gastronomic

delights that any caravanner can prepare.

Hotel Munkebjerg is perched far above Vejle fjord on

the southern side of the water at a height of no less

than 97 metres. That’s quite a lot in Denmark – but

nothing compared to the highest point in the country

which measures no less than 173 metres!

Anniversary camping grill menu


There is nothing like the great outdoors. Being outside is exciting and life

affirming, whether you are on a caravan site in the South of Italy or in the

Swedish archipelago.

By Jesper Schytte, Chef

All you need are a few kitchen utensils and some ac-

cessories such as a grill, and you are well on your

way. You may also want to get a chef’s hat – just

to make sure you look the part at the caravan site!

And remember to buy the best ingredients you can

find. The ingredients used in the recipes are gener-

ally available everywhere.

Below are Jesper Schytte’s recipes for a starter, a

main course and a dessert.

Enjoy!

Isabella strongly recommends

that you do not use a grill inside

your awning because of the

potential fire and smoke

hazards.


StarterGrilled marinated salmon on a bed of asparagus and

rocket

Ingredients:

4 salmon fillets (approx. 100g each)

1 lime

1 tbsp soy sauce

1 tbsp sesame oil

1 tbsp chopped fresh coriander

A pinch of chopped chilli

Sesame seeds

500g rocket

12 green asparagus

12 cherry tomatoes

1 lime

1dl sesame oil

Salt and pepper

To prepare:

Mix the juice and peel of 1 lime with soy sauce,

chopped coriander, sesame oil, chopped chilli and

sesame seeds. Pour over the salmon and marinate for

1 hour in the refrigerator, turning occasionally.

Prepare the asparagus and toss in olive oil and salt.

Grill for approx. 3–4 minutes, turning halfway.

When softened, remove and cut into four pieces.

Keep warm.

Rinse the rocket and halve the cherry tomatoes. Mix

the sesame oil and the lime juice and season with

salt and pepper. Pour over the rocket, asparagus and

cherry tomatoes.

Grill the salmon for 7–8 minutes.

To serve:

Arrange the salmon on the asparagus and rocket

salad and serve with rustic bread.

Main courseGrilled veal entrecote with grilled peppers, tomato

compote and parsley potatoes à la Munkebjerg

Ingredients:

4 veal entrecotes (approx. 180g each)

1 red pepper

1 yellow pepper

1 green pepper

6 tomatoes

1 onion

1 sprig of basil

Olive oil

Salt and pepper

500g small potatoes

1 sprig of parsley

50g butter

To prepare:

Quarter the peppers and remove the seeds. Toss in

olive oil and season with salt and pepper. Grill on

both sides until softened. Roughly chop the toma-

toes, mix with the finely chopped onion and basil

and put into a foil tray with a little olive oil, salt and

pepper. Cover with tin foil and grill for approx. 30

minutes. Once cooked, mash with a fork, season and

keep warm.

Clean the potatoes and boil until almost cooked.

Make four tin foil packages with potatoes, butter,

parsley, salt and pepper. Grill for 20 minutes. Grill

the entrecotes 4–5 minutes on each side and season

well with salt and pepper.

To serve:

Arrange on a plate, layering the veal entrecote and

the grilled peppers. Add a little tomato compote.

Garnish with basil and serve with the potatoes.

DessertGrilled pineapple with dark rum served with vanilla

crème fraiche and chopped pistachios

Ingredients:

1 pineapple

200g cane sugar

8cl dark rum

2.5dl crème fraiche (38% fat)

100g icing sugar

1 tsp vanilla sugar

Pistachio nuts

To prepare:

Cut the pineapple into 8 slices, remove the core and

coat the slices in cane sugar. Grill on low heat for

4–5 minutes on each side and baste with the dark

rum.

Put the crème fraiche, the icing sugar and the vanilla

sugar in a bowl and whip until stiff.

To serve:

Arrange two slices of pineapple on each plate. Top

with an egg-shaped dollop of crème fraiche and gar-

nish with chopped pistachios.



The idea of driving from the south to the

north of Poland was conceived a year ear-

lier, when we passed through the north of

Poland on a trip around the Baltic Sea. The area was

so interesting that we decided to return when we had

more time to explore the country in detail.

Zakopane – a real mountain town

At the foot of the Tatra Mountains lies the town of

Zakopane at 1,000 metres altitude. Regardless of

where you stand in the town, the view of the snow-

clad mountains is stunning, and the endless oppor-

tunities offered by the mountains is no doubt what

attracts the majority of tourists to the area. Artists

have been drawn here since the end of the 1800s

in search of inspiration for their work. Nowadays,

the main square is full of local farmers selling their

produce, a variety of woollen garments and the local

speciality, oscypek, smoked cheese made of sheep’s

milk and formed into decorative shapes. It is a good

idea to buy a few so you can present an unusual

cheese selection back at the caravan.

Detour to a Norwegian stave church

On our way northwards, to our surprise, we came

across a Norwegian stave church in the western part

of the town of Karpacz. The church, which is more

than 700 years old, stems from Valdres in Norway. In

1841 the rundown church known as Vang was moved

to Karpacz. It was bought by the Prussian King

Frederick William IV and carefully restored. The

church tower was reconstructed using stone, how-

ever, as it was felt that the tall tower would otherwise

be unable to withstand the harsh mountain climate.

The rest is original.

Krakow very impressive

Unlike most of the other cities in Poland, Krakow

was not totally destroyed at the end of the Second

World War. This makes it well worth a visit. Krakow

was extensively restored in connection with its status

as European City of Culture in 2000. The market

square, which dates from 1257, was one of the larg-

est in Europe for many years. Today, it remains the

very heart of the city, with specialist shops, stalls,

cafes and restaurants. You will find the presentable

and elegant face of Krakow in the centre of the city,

but if you have time it is well worth taking a look at

the more remote parts, which provide a more bal-

anced impression of Poland’s third largest city.

Road conditions and lay-bys

From the south of Poland, we head north. The lay-

bys are relatively few and far between, but there is

plenty of space at the petrol stations so we use these

instead when we need to make a stop. The few lay-bys

we find have no facilities, but we have all we need in

the caravan and the motorhome. The roads, which

are well signposted, range from excellent to rather

poor. It is obvious that the Poles are in the midst of

reconstructing the entire road network, and it is even

more obvious how far they have come. On the good

roads we average approx. 80 km/h, but our speed

drops to 40–50 km/h wherever conditions are poor.

This is quite significant in terms of journey planning,

With Isabella amongst southern Poles and northern Poles


By Anne-Vibeke Isaksen, www.campingdanmark.dk

Over the past ten years, Isabella has joined Anne-Vibeke Isaksen on count-

less camping holidays, most recently on a trip from the south of Poland to

the country’s north. The trip was made in two vehicles, with Britta and Ole

Koch in a motorhome and Anne-Vibeke with her husband Rasmus Schøn-

ning and their two children aged one and three in a car with a caravan.


so it is a good idea to factor additional time into your

schedule so that you can adapt your driving to the

prevailing road conditions.

Few kilometres from Belarus

After several hours’ drive through desolate agricul-

tural areas and forests, we arrive at the Bialowieza

National Park, home to the European Bison, the

largest land mammal on the continent. The last wild

bison in Bialowieza and the Caucasus died after the

First World War, but a small number of animals in

zoos and concentrated efforts to revive the species

have meant that there are now around 600 bison in

Poland. The largest concentration may be found in

the Bialowieza Forest. The best way to see them is

to visit the animal park just north of the town. The

park is also home to Tarpan horses, wolves, deer,

wild boars and elks.

Fun at the caravan site

Much of the trip is spent enjoying each others’

company at the caravan sites. The sites we find dif-

fer widely. Some are quite advanced with excellent

facilities, others have a long way to go. We have all

we need in the vehicles, however, so we are not re-

ally dependent on the facilities. Service at the sites

is excellent though – we are met with kindness and

hospitality everywhere we go. Minutes after arriving,

we have set up camp and lit the barbecue. We enjoy

our meal and a good bottle of wine under the sun

canopy in front of the caravan, happy and contented

at the end of another day spent exploring.


Photos: Rasmus Schønning

Home to the stork

We continue our journey northwards through the

Mazurian Lake District, which is home to a large

number of exciting historical sites, friendly little

towns, stunning nature and – significantly – a huge

concentration of storks. We decide to drive all the

way to Zywkowo, a few kilometres from the border to

Kaliningrad. This tiny village, which consists of just

eight farms, has more than 50 stork nests and pro-

vides a unique opportunity to see the birds at close

hand. The locals are happy to take you on a tour,

and tell you all about life in the countryside. In many

places, Poland remains a primitive agricultural soci-

ety where the fields are ploughed with horses – an

absolutely idyllic sight for visitors.

Poland – a new destination

Poland has a lot to offer. Its turbulent history, excit-

ing culture, stunning landscape and friendly inhabit-

ants fighting to rebuild their country is a fascinating

combination to inquisitive caravanners. The Polish

people have been through a great deal, and the con-

trasts between the past and how far they have come

vary greatly. This applies to both the road network

and the caravan sites. The preconceptions we had

before our visit have been blown away. Meeting the

Polish people adds an extra dimension to a visit,

and your money will go far here. You can read more

about the whole journey at www.campingdanmark.

dk. Two programmes in the series Anne-Vibeke Re-

jser [Anne-Vibeke’s Travels], also available on DVD,

were filmed during the trip.

See the website for further information.


They had christened the project “The Gibraltar–

North Cape Expedition”. As the name implies, this

was to be the ultimate camping trip, from Gibraltar

at the southernmost tip of Europe to the cold North

Cape, where the northernmost road in Europe ends

307 metres above the Arctic Ocean.

The project was headed by Denmark’s first profes-

sional caravanner, Peer Neslein, who has made a liv-

ing out of caravanning for the past 19 years. He was

joined by TV cameraman Jann Nielsen.

They travelled in a Hyundai Santa Fe 4-wheel drive,

towing one of the largest caravans on the market, the

KABE Royal 720 TDL King Size, which measures

820 cm in length and 250 cm in width.

Peer Neslein recounts the trip:

“Actually, the journey was longer than the trip from

Gibraltar to the North Cape since we set off from

Copenhagen. From there, we went via Paris and Ma-

drid to Gibraltar and Tarifa in Spain, the southern-

most town in Europe. We completed the first 3,250

km in six days.”

Europe’s longest camping trip was a success

Two Danish caravanners fulfilled their dream and crossed Europe towing

one of the largest caravans on the market.

By Peer Neslein



Towards the north

“In Gibraltar, we turned around and set course for

the North Cape, a journey of some 6,000 km along

the length of Europe. We chose to travel along the

“Inland Road” (E45) up through the middle of Swe-

den, further up through Finland and into Norway

just south of Kautokeino. On the 20th day of our

trip, we drove the last few metres to the edge of the

North Cape plateau, 307 metres above the Arctic

Ocean. According to the odometer, we had driven

9,824 km,” explains Peer.

“Visiting the North Cape out of season was a fantas-

tic experience: a motorhome and a car were the only

other vehicles we saw apart from our own. We were

lucky, however, in that the North Cape Hall was open

between 12.00 and 17.00 on a trial basis. We were

also lucky with the weather, which was reasonably

good with temperatures a few degrees above zero.”

South again

He continues: “And then it was time to turn the

vehicle around once more and to head south. This

“Along the way, we visited the

largest Norwegian camping show in Hamar, where we were due to exhibit our caravan on Saturday

morning.

”

time, we chose to travel along the E6 down through

Norway. This is a two-lane road which is used by a

lot of large lorries, and we often had to drive very

slowly and carefully with our two-and-a-half metre

wide caravan.”

“We quickly discovered that we could only drive

around 500 km a day on this road, as opposed to

around 700 km a day on the motorway. Along the

way, we visited the largest Norwegian camping show

in Hamar, where we were due to exhibit our caravan

on Saturday morning.”

“After 24 days we disembarked in Helsingør, and by the

time we rolled into our parking space in Brøndby and

unhitched the caravan, we had driven a total of 12,373

km. On average, we had done around 7 km/l with our

2- litre Hyundai Santa Fe turbo diesel,” says Peer.



Denmark’s largest and most

expensive caravan

“We hadn’t exactly chosen the easy option since we

had decided to tow one of the largest and most ex-

pensive caravans available in Denmark, namely the

KABE Royal 720 TDL King Size, which is more

than eight metres long and two and a half metres

wide. It costs around £27,300 and is equipped like a

holiday home with luxuries such as central heating,

underfloor heating and a bathroom with a shower

cubicle. It’s a huge caravan which could make even a

circus master green with envy.”

“The reason we chose that particular vehicle is that

we wanted to see what it was like to drive around Eu-

rope with such a large caravan. And it’s been abso-

lutely fine. We only found two caravan sites in Spain

that we couldn’t enter. The roads and the sites were

simply too small. But you do have to think twice when

turning with a caravan of this size, because the rear

end easily swings out a couple of metres,” says Peer.



Equipment tested along the way

“I took the opportunity to test a range of camping

equipment along the way, including an Oyster sat-

ellite dish, a Dometic air conditioner and various

other things. It was great to be able to watch Danish

television anywhere in Europe. But the trip was also,

in some ways, an act of provocation – I wanted to

prove that it’s not difficult to tow a caravan,” con-

cludes Peer Neslein.

You can read more about the trip at www.camping-

explorer.com or www.campingferie.dk



DE:ISABELLA through 50 years

Manufacturers across Europe have tried to copy the Isabella awn-

ing with its famous portholes for decades. Needles to say, German

manufacturers are no exception. Despite the efforts of the coun-

try’s tent-making industry, however, the “Scandinavian look” awnings never be-

came very popular.

In 1990, a German subsidiary was established to market the compelling quality,

timeless design and perfect shape of the Danish awning to German consumers.

The Isabella awning is symbolic not just of camping, but of a special philosophy

and a specific image. These values were convincingly promoted to German camp-

ing enthusiasts through product presentations at trade fairs around the country,

and by a select group of trusted dealers, in accordance with a carefully planned

strategy.

After just four years, the German subsidiary needed its own building with the

necessary space for an administration department, warehouse facilities, logistics

and a well-equipped service department. Priority was given to the subsidiary’s

continued close ties with the Danish parent company.

Today, it is difficult to imagine the German market without the awning with its

famous portholes. At caravan sites right across Europe you will find huge numbers

of caravanners with German number plates on their cars who have chosen to erect

the Danish awning in front of their caravan.

Isabella’s German team has high expectations of the future, and is convinced

there is scope for further expansion. This belief is supported by the knowledge

that we have the best product on the market, and the willingness to give dealers

and customers the necessary service. A product is never better than the service

provided with it.

Importers/ subsidiaries

Importers/subsidiaries


SE:“Thank you for 40 years of working together successfully!”

Even before his very first holiday trip in 1958, the far-sighted Kurt

Blomqvist – Kabe’s founder – had rigged up an awning in front of his

homemade caravan to create a shady area outside. And just a few years

later, Kurt was able to offer a variety of sun canopies and windscreens for his

mass-produced caravans.

In the summer of 1967 the Blomqvist family set off on a caravan holiday in Den-

mark, and in Vejle Kurt heard about a small local company that produced tents.

The company’s name was Isabella, like the well-known Borgward car, and the tents

were specially designed to be mounted on caravans.

Kurt Blomqvist promptly went to the newly built production facilities at what

is now known as Isabellahøj to see the slightly older Søren Odgaard with a view

to buying one of these awnings for his caravan. But as so often happens in Den-

mark, a simple transaction turned into a far more interesting exchange. The two

gentlemen started talking about caravans and other shared interests, and Kurt told

Søren Odgaard about his company back home in Sweden…

The two manufacturers got on well, and knowing the Danes they probably enjoyed

a glass or two of aquavit.

By the end of the meeting, Kabe had become Isabella’s principal agent in Sweden,

and it remains so to this day – even though no contracts or signatures have ever

been exchanged. A handshake is a handshake agreed the two entrepreneurs!

Later that summer, Søren Odgaard and one of his employees visited Småland

and Tenhult with the first prototype awnings, and the partnership was launched.

For the first few years, the awnings were sold under the name “Kabe Originaltält”

and Isabella, but the Isabella name soon became so popular in Sweden that even

discerning Kabe customers opted for the new brand.

In the 1950s and 1960s it was not unusual for people to build their own caravan,

and the demand for materials and parts was huge. Many also wanted to equip

their caravans with a variety of practical fittings and features. Kurt Blomqvist, who

was not just a skilled engineer but a man with a nose for business, supplied Kabe

owners – and many others – with the accessories they needed. Kabe’s catalogue of

accessories became something of a bible for the caravan enthusiasts of the time.

Initially, the majority of awnings were sold through Kabe’s own distributors, but

when the “Kabe Originaltält” designation became superfluous, it was simpler for

Kurt and his employees to sell the Isabella awnings to distributors of other cara-

van makes.

In the summer of 1986, sales of awnings and accessories had escalated to such

an extent that Kabe decided to focus more intensely on this business area. Kama

Fritid AB was therefore established. The employees who had worked with awn-

ings and accessories at Kabe moved to the new company. Tommy Nilsson, who

had been taken on in February 1964 as the first salaried employee at Kabe, was

appointed managing director, and Kama Fritid, which was founded on 1 February

1987, can now celebrate its 20th anniversary.

“Personally, I can look back at a long-standing partnership. I was made respon-

sible for buying, stock and the sale of accessories at an early stage, and the sale of

Isabella products is therefore very close to my heart, explains Tommy Nilsson.

Since the awnings were now being sold by an independent company, Kama Fritid

suddenly found that it had extra resources available. Isabella soon gained a large

market share in Sweden, and more than 50% of the awnings seen at Swedish cara-

van sites today are made by Isabella!

In the autumn of 1969 Bo Ljungberg was employed by Kabe. Initially, Bo worked

in the development department, but before long Kama needed help with the sale

of awnings and accessories. With just a few brief interruptions, Bo has been re-

sponsible for the sale of Isabella awnings in Sweden since the mid-1970s, and

Isabella’s leading position on the Swedish market is in no small part due to his

extraordinary efforts.

“Here at Kama, we’ve made many friends at Isabella over the years, and we al-

ways look forward to our annual visit to Isabellahøj,” continues Tommy Nilsson.

“Isabella has always been very important for us, and the company is our most

important collaboration partner.”

“Thank you for everything you have done for the camping industry over the past

50 years. Kama Fritid looks forward to continuing our successful partnership in

future!” concludes Tommy Nilsson.

Kurt Blomqvist, Kabe’s founder



GB:The Awning People

Our company was founded back in 1957 by a Dane called Søren

Odgaard, who wanted to buy a tent for his holidays. Repeated at-

tempts to find one failed, so he made his own. It is worth remember-

ing that car travel was still a relatively new phenomenon back then, and that the

idea of an annual holiday was still in its infancy. Before long however, he had many

orders from fellow campers who were impressed with his work, and Isabella was

born. Isabella Denmark is now one of the leading employers in Denmark with

almost 200 members of staff.

In 1977 the first subsidiary was established in the UK, soon followed by others in

the Netherlands, Norway and Germany. Most of the staff in the UK office have

been with the company for many years, and all members of the team are valued

for their individual contribution. Throughout the whole organisation, we call our-

selves the ‘Isabella Family’.

Isabella awnings have always been objects of desire, at the cutting edge of design

and innovation. We believe that the two main reasons for the company’s long-

lasting success are value and quality. We can boast 50 years of continuous develop-

ment in design and attention to detail, and our objective is to provide caravanners

with the very best quality materials and finished products. Making a top-quality

awning involves employing the best workers and using state-of-the-art machinery.

Isabella workers are trained in-house, and their comments and suggestions are

always welcome.

In 1976 Isabella was one of the first awning manufacturers to use acrylic materials

– slightly heavier than traditional cotton, but colour-fast, non-rotting, and quick to

dry. The following year we introduced awnings with 6-metre long zips and remov-

able panels. In the mid-1980s came the IXL fibreglass frames, stronger and lighter

than traditional steel. These were enhanced and reinforced in 2005 with carbon

fibres, and renamed CarbonX. More than 95% of Isabella awnings sold in the UK

today have CarbonX frames.

Our awnings are made in Denmark and other EC countries, and the influences

of all European markets can be seen in the products we manufacture. All sales

teams meet the Danish design department every year to develop new awnings for

the various markets. Feedback from customers and retail outlets is an important

part of the agenda.

Some UK retailers have been selling Isabella awnings for almost 30 years, and they

are now also selling the new range of Ventura awnings, which are made under li-

cence to Isabella. Retailers are carefully selected and have their own exclusive mar-

ket area. Caravan companies are often family owned and operated, ensuring empa-

thy and an understanding of customers and their needs. We look for outlets that

are able to offer customers a display of our products. This is the start of the chain

that connects us to the caravanners, and it is of great importance to us that the

products are sold and displayed in the right way. Major stockists of our products

can offer advice and supply goods instantly. During the season, we deliver goods

to retailers at least weekly, daily when required, and the sales teams usually com-

municate on a daily basis. With modern technology, we can offer up-to-the-minute

advice on stock and availability from our warehouse or the production lines. This

combination of high-profile customer interface and technology strengthens the

trust that we have developed in each others’ businesses over the years.

Product loyalty is the mainstay of our success. Primarily, our products are second

to none; when problems do occur, however, they are dealt with by professional

retailers in conjunction with a dedicated and enthusiastic after-sales service team

at UK Headquarters. Our market research shows us that we command massive

brand loyalty; many customers say they would “never buy anything else”. The sup-

port of official dealerships with the same high standards as our own will ensure

that we maintain this unrivalled position.

The “Product Knowledge” sessions regularly available to all Isabella Dealers con-

stitute one of Isabella’s most important customer support programmes. These

sessions serve to update salespeople on the latest models, innovations and acces-

sories, which in turn ensures that the information given to caravanners is correct

and up to date. The questions most frequently asked by customers often include

“They’re expensive – how do I know I’m buying the right one for me?” and “How

do I make sure mine lasts a long time?” Our aim is for all our staff and retailers

to be able to confidently explain all the technical details to our customers. We are

always happy to share our knowledge on materials and manufacturing processes.

Although built on a solid foundation of many years’ experience, Isabella is also

changing with the times. In some ways we are responding to the changes in cara-

vans, but we are still confident we can continue to lead the awning market in the

future. Sales of the larger awning sizes have increased steadily, and we can also

supply porches to those who do not want an awning that stretches the full length

of their caravan. We have expanded our porch range as this market has grown

rapidly over the past eight years. Lately, we have also introduced the very popular

Ventura range, marketed separately and distinctly from Isabella. Many first-time

caravanners are choosing these products as an introduction to Isabella.

We have a full time webmaster, and have launched two dedicated sites with up

to date news and information, featuring model technical specifications and also

containing the history of all caravan sizes from across Europe. We are working

with the latest technology in all areas, and find many customers these days prefer

to contact us by e–mail.

For 2007, we are delighted to introduce our vision for the future, new features

and new awnings, all designed by the Danish experts in response to the needs of

the UK market.



Orange- coloured giant

Half a century ago, I first came across a so-called ‘caravan’. A well-to-do

neighbour came driving down the road towing one of these contrap-

tions, closely followed by a whole flock of children. The children were

so excited that the proud owner of the caravan parked it on a small field nearby

and started to erect an awning in front of it. By the time this giant had finally

been erected, the children had all gone, tired of waiting. I only remember that

the awning was orange. It probably wasn’t an Isabella awning, since Isabella had

only just been established in Denmark at that time. When I acquired my first used

caravan, some twenty-five years later in 1982, a similar orange awning was part of

the deal. And it probably took as long to set it up as it took for Isabella to become

established in the Netherlands.

We only managed to erect our awning once, and that was enough. If it had been an

Isabella awning, things would have been very different. I know, from experience,

that they are far easier to erect. And I’ll give Isabella this: the company has always

been at the forefront of developments when it comes to quality and innovation.

The most surprising new features have almost always come from Denmark. A

real market leader. In addition to Isabella’s anniversary, this fact also merits many

happy returns. So – congratulations Isabella!

Fred Voorbergen, Chief Editor

Kampeer & Caravan Kampioen

NL:Isabella Denmark celebrates its 50th anniversary

Half a century ago the founder of Isabella, Søren Odgaard, had an idea.

Today, we can safely say that it was a really good idea.

Isabella has been one of the leading suppliers of awnings for many

years. Isabella is always on the lookout for new opportunities, always at work on

new models designed to make caravanning more comfortable and caravan sites a

great deal more attractive.

Over the years, the company has successfully established a number of subsidiaries

in different European countries.

Isabella Nederland celebrates its 25th anniversary this year. We are a full subsidi-

ary of the parent company in Denmark, and we can always count on its full sup-

port in the shape of a huge wealth of know-how. Isabella Nederland has its own

service department, which enables us to supply most spare parts rapidly.

The Internet has undergone a dramatic revolution over the past few years, and

Isabella certainly hasn’t wasted any time. A fast and attractive website with huge

amounts of information, background reading and technical details is now avail-

able.

Despite these technological advances, we are proud of the fact that the production

of awnings still relies largely on real craftsmanship. Thanks to stringent produc-

tion standards and the use of the very best materials, we are ready to face the

future. Together, we can make caravan sites even more attractive.



FR:

Camping Distribution became Isabella’s representative in Belgium and

Luxembourg at the end of 1999, and establishing a fi rst-class dealer

network from the season 2000 onwards was therefore the main chal-

lenge. Initially, there were already 4 Isabella dealers in Belgium. With our efforts,

we rapidly established a network of 10 dealers and we now have 15 dealers ready

to cover the Belgian market – Wallonia as well as Flanders – in 2007. At the begin-

ning of 2003, it was decided that Camping Distribution should handle the French

market as well, establishing yet another Isabella network. In April 2003 we started

working with Narbonne Accessoires as an offi cial Isabella distributor/dealer in

France. Narbonne Accessoires Group sells caravan and motorhome accessories

on the French market, specialising in awning sales. Narbonne had 45 outlets

across France in 2003, a number which will have risen to 52 by the end of 2006.

Camping Distribution’s policy is the same as for Isabella DK, Isabella subsidiaries

and importers – namely to provide the best awning products with the best service

to our customers, be they dealers or caravanners. We also aim to expand our

dealer network around Belgium, France and Luxembourg.

Camping Distribution is led by François Morici, with the assistance of his wife

Véronique Morici. “Like Søren Odgaard, we started our business at home using

a small room measuring no more than 3.5 by 4 metres as an offi ce. In December

2005, we moved into new premises just behind our private home. Using modern

technology, which makes communication fast and simple, we work very closely

with Isabella DK on a daily basis. We are proud to be a part of the Isabella family,

and we very much enjoy our work.”

NO:ISABELLA NORWAY

Isabella moved into the Norwegian market in the 1960s. Isabella’s products

were brought to the Norwegians by one of the most well-respected members

of the country’s camping industry, namely Hans-Kristian Nielsen. He was a

real pioneer who turned caravan holidays into a popular movement. Today, he is

an honorary member of Norsk Caravan Club and the Norwegian trade organisa-

tion.

At the beginning of the 1970s the baton was passed to Perry Breesth, who went on

to take the company’s products to new heights via Isabella Norway. He was joined

in 1975 by Trine Lise Garberg, and on 1 October 1985, when the Danish parent

company chose to concentrate further on the Norwegian market by establishing a

subsidiary, it seemed only natural for responsibility to be transferred to her.

Progress has been steady ever since, and we can look back at many successful

years in terms of both turnover and market share.

In 1994 the company moved to new premises. These were considerably expanded

in 2000. Thomas Andreasson was appointed marketing manager in 1994, and be-

tween 1985 and today the number of employees has increased from two to seven.

In addition to supplying the Norwegian market with awnings and equipment, Isa-

bella Norway has also set up its own sewing room, which specialises in repairs.

The company has played an important role in the camping industry in Norway,

through its advertisements in national and local trade journals and magazines and

attendance at trade shows both locally and nationally.


:: 59 :: Isabella MagazineImporters/subsidiaries

Importers as ambassadors

As an exporter, Isabella is fully aware of

the importance of maintaining a good

working relationship with its coopera-

tion partners around the world.

Our importers are all equally important, whether

they come from Finland, Austria, Iceland, Switzer-

land, Italy, Portugal, Poland or Sweden – and col-

laboration is the key.

Collaboration is absolutely essential, because col-

laboration is what allows us to influence the local

sales and service organisations.

Isabella’s importers are therefore carefully chosen.

We firmly believe that cooperation must build on

mutual trust and understanding of the product and

the organisation. We feel our importers trust us as

much as we trust them – and this trust is the basis of

our mutual success.

Isabella’s importers work very hard for the company

and its products, and Isabella values them all very

highly. The company often works with the same busi-

ness partners for many years, and these partnerships

create bridges between countries, allowing both pro-

fessional and personal friendships to grow.

We support many local initiatives in order to ensure

that our importers feel in tune with Isabella.

It is important for Isabella to know that caravanners

who purchase our products are treated well, no mat-

ter where that purchase is made. The service custom-

ers receive from our importers must be as good as

that which is provided by our subsidiaries.

This is only possible if a close link is established

between the different countries, with those involved

paying frequent visits abroad and taking part in

both the planning and implementation of a range of

events in connection with distributor meetings and

trade fairs. As a result of this close working relation-

ship, our importers are often able to recognise some

of their own ideas in new initiatives, helping them to

see the importance of cross-border communication

for optimum results.

Isabella welcomes all good ideas, and we try to incor-

porate any suggestions that can improve our prod-

ucts for the benefit of caravanners the world over.

Isabella therefore knows the importance of being

approachable and open to new information, and the

value of exploiting new know-how.

As a modern production company Isabella is, and

always has been, dependent on skilled cooperation

partners for the sale of its products. This applies both

to dealers at home and, just as importantly, to its for-

eign contacts. Isabella has established local subsidi-

aries on all of its largest markets around the world,

with the exception of Sweden, where sales have been

handled by an importer since the end of the 1960s.

Part of Isabella’s success can also be attributed to

the efforts of a handful of skilled collaboration part-

ners that have acted as importers in their respective

countries. In Finland, Caravan Company (and more

recently one of its subsidiaries by the name of Kehä

Caravan Tukku) has proved an excellent importer,

having represented Isabella’s interests in a highly

professional manner since the mid-1970s. Isabella’s

awnings and accessories have also been imported by

Kama OY to Finland since the mid-1990s. These two

companies, which both function as wholesalers for

caravan accessories, represent Isabella in Finland

and do so very professionally indeed.

The same is true of the largest caravan distributor in

Austria, Helmuth Pusch Wohnwagen. Pusch Wohn-

wagen, which has branches in five different towns in

Austria, has functioned as the Austrian Isabella im-

porter since 1969, and has thus represented Isabella

and its products in a most professional manner for

more than 35 years.

Iceland’s geographical location makes it one of the

smallest markets in Europe, but Isabella’s products

have been available on this North Atlantic island for

several years thanks to a solid working relationship

with Gísli Jónsson. Here, camping is a way of life

and it takes many different forms – caravans are not

what take up the space due to the often rather poor

and impassable roads.

Switzerland is an interesting European market in

terms of caravanning. A range of different import-

ers represented Isabella until the turn of the millen-

nium, when the company’s subsidiary in Germany

took over distribution to the Swiss dealers. There is

no longer a Swiss importer as such, but a series of

highly professional dealers.

Essebi in Bolzano has represented Isabella’s interest

in Italy for over 15 years.

Portugal has been a major market for the past 10

years, and Isabella is represented here by Marcampo.

This is an achievement as the awning standard here,

as in other Southern European countries, is quite

different from other areas that we work in.

The latest addition to the family tree is Poland. Fol-

lowing its inclusion in the EU, Poland is fast on

the way to becoming an established market for the

well-known Isabella awnings. Isabella is currently

represented by ProCamp, a company that also im-

ports caravans. Isabella has also established a close

working relationship with other parties manufactur-

ing in this country, and future developments can be

expected.

From time to time, on a smaller scale, Isabella ex-

ports to other countries and believes that wherever

there are caravanners, there are possibilities for the

future.

isabella magazine 2007 awnings became a brand under the name of isabella. over the past decade,...

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